KFC has decided to drop its famous 'Finger Lickin' Good' slogan amid the coronavirus pandemic.
The popular chicken chain says the message 'doesn't quite fit in the current environment' - but has assured customers that their recipes aren't changing.
KFC said the slogan will return “when the time is right” but it will shift its messaging in the meantime.
“We find ourselves in a unique situation – having an iconic slogan that doesn’t quite fit in the current environment,” Catherine Tan-Gillespie, global chief marketing officer at KFC, said.
“While we are pausing the use of It’s Finger Lickin’ Good, rest assured the food craved by so many people around the world isn’t changing one bit.”
The chain has been using its famous slogan for the past 64 years.
It has now released images of packaging and billboards which have the well-known phrase blanked out so it reads "It's... good".
KFC closed its sites temporarily in March as part of the nationwide lockdown but has now reopened the majority of its restaurants with social distancing measures in place.
For now, the company says it is working on a new slogan.
“People often say that it’s the second movie that’s hardest to get right," Kate Wall, head of advertising, said.
"We are facing the same conundrum at the moment.
“How do you follow a slogan that’s lasted for 64 years and is as iconic as ours?
“Well, we know we can do it with a little help from our friends. And you’ll be hearing more from us on this soon.”
The chain has more than 900 restaurants across the UK and Ireland and employs 27,000 staff.
