The KFC logo, without a slogan.
(Photo by Jakub Porzycki/NurPhoto, composite by Business Insider.)
  • Given the circumstances, KFC says, it is dropping the slogan "It's finger licken' good", for the time being, around the world.
  • Nando's subtly suggested that would be a good idea in March.
  • As far as we know Chicken Licken is not changing its name.
  • The KFC slogan dates back to the 1950s, and is considered one of the most famous in the world.
  • For more stories go to www.BusinessInsider.co.za.

For the time being at least it will be dropping the famous slogan "It's Finger Licken' Good" around the world, fried chicken chain KFC announced on Monday. 

In a statement that never used the words "pandemic", "coronavirus", or "Covid-19", KFC said "right now, our slogan doesn’t feel quite right", and that it finds itself in the position of "having an iconic slogan that doesn’t quite fit in the current environment".

The slogan was created in the 1950s, when an early franchisee was berated for licking his fingers on television

In 2012 KFC moved to the tagline "So Good", but returned to "finger licken' good" by 2016, in what appeared to be an admission that it could not improve on the old slogan, considered one of the most well-known in the world.

KFC described dropping the slogan as a "pause".

That will spare it the jabs from at least one competitor, who first suggested more than five months ago that this is not finger licking time.

In mid March, Nandos said on social media that "finger licking isn’t good", and recommended using soap instead. 

The KFC global group made no reference to that jibe in announcing its withdrawal of the slogan. 

See also | 'Finger licking': Nando's asks KFC to rather reach for soap amid coronavirus

Nando's fellow cheeky chicken brand, Chicken Licken, first opened its doors in 1981, a quarter of a century after KFC trademarked its lickin' slogan. 

Chicken Licken consistently ranks in the top fast-food brands in SA, and has been described as the biggest fried chicken brand which is not American owned.

It was not immediately available for comment, but Chicken Licken is believed to be sticking to its name.

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