Just Try Licking Your Fingers While Eating KFC Now

It’s Doubled Down on messaging from earlier this year

KFC has been telling diners to stop licking their fingers while eating its fried chicken since March, when it debuted a moody update of its “fingerlickin’ good” campaign in which the word “fingerlickin’” was replaced by ... People licking their fingers! That campaign got pulled, because March was when the novel coronavirus pandemic put Britain, and its restaurants, into lockdown.

Now it’s back with a new campaign designed to disavow the fact that people should lick their fingers. But instead of using a clever swap in which the phrase’s praxis — licking fingers — is shown rather than told, it’s paid some graphic designers to just blur out “finger-lickin’” and leave behind the phrase, “it’s good.” Perhaps this is some postmodernist irony happening, because it’s not good. It’s not good at all. [BBC]

And in other news...

• Asma Khan’s Darjeeling Express will start its new life in Covent Garden with three tasting menus, as the Chef’s Table star expands her vision for the restaurant.
• The hypebeast’s guide to London restaurant merch, and where to buy it.
• Wild food restaurant Native is relocating from Southwark Street to somewhere more suited to its offer, opening on Osea Island in Essex. Piri-piri chicken slingers Casa do Frango took over the site last month. [Big Hospitality]
• Bag-in-box wine experienced a bump in popularity during lockdown. [Guardian]
• Good tweet: