Long-suffering readers of our random meanderings will remember we highlighted last year KFC’s decision to open for breakfast.
Well, the purveyor of the second best thing to do in a bucket has now decided that it should ditch ‘finger lickin good’ and replace it with something that better reflects the modern consumer. According to Marketing Magazine, ‘finger lickin good’ has been around for 50 years with a few years off for good behaviour, before being reintroduced in 2008 (hey, even Papa Doc Duvalier is back in from the cold now!).
So what wonder have they come up with then, to reflect the changing face of its current customer (other than greasy and prone to spots)?
Presumably they discounted;
‘looks good in a Citroen Saxo with red-painted drum brakes’
‘the only box you’ll be fingering tonight’
‘helps make your benefits go farther’
‘pull a fat lass for under a tenner’
in favour of;
So Good.
According to Martin Shuker, managing director of K FCUK and Ireland; “We’re excited to be launching So Good, because it’s much more than just a new slogan.” Oh wow. More than just a slogan…is it a cure for cancer?…a plan to bring down the US Federal Budget deficit?…the guidance fins for a Paveway III laser-guided bomb?…go Martin, you’ve got us hooked; “it’s about becoming better at everything we do, including our great tasting food, the work we do with our people, and the way we operate in the local community.”
Presumably this is recognition of the valuable service that KFC does provide in the local community; a place for pissed-up chavs to congregate and have a fight, once Yates Wine Lodge (twinned with Benghazi) has closed.
And surely if you want to become better (an aspirational state to attain) rather than accepting that you are just good, then ‘better’ would be…er…better than ‘good’?
KFC should however be commended for its engagement with children, by helping to educate them in maths: it is going to print the calories next to each item on its menu. Whether or not the the deluded & stupid X-Factor generation will be able to count that high – ‘mummy, how many zeros are there after the number next to Saturated Fat?’ – is another matter.
So, before 50 years of an iconic slogan and not to mention littered retail car parks comes to an end, make your way down to a KFC and treat yourself to some deep fried chicken gonads, so that – as you put your fingers in your mouth – you can think to yourself ‘mmmm, KFC, one of the only foods that doesn’t taste like chicken’.