KFC suspends its 'finger lickin' good' slogan because of coronavirus

肯德基因新冠病毒暂停“舔手指”的口号


Kentucky Fried Chicken has decided to pause using its "finger lickin' good" slogan because ... well, that's probably not the best idea right now.

肯德基决定暂停使用“舔手指”的口号,因为……现在看来,这可能不是个好主意。

Several months after health officials recommended everyone stop touching their faces to help stop the spread of coronavirus, KFC said Monday that the 64-year-old slogan "doesn't feel quite right."

几个月前,卫生部门曾建议人们不要触摸自己的脸,以防止新冠病毒的传播。但肯德基在周一表示,这条有64年历史的标语“感觉不太对”。

"We find ourselves in a unique situation — having an iconic slogan that doesn't quite fit in the current environment," said Catherine Tan-Gillespie, global chief marketing officer at KFC in a statement. The menu isn't changing and the company said the slogan will return when the "time is right."

肯德基全球首席营销官凯瑟琳·坦-吉莱斯皮在一份声明中表示:“我们发现自己处于一个独特的境地——有一个标志性的口号,但与当前的环境不太契合。”菜单没有改变,并且该公司表示,当“时机成熟”时,该标语将回归。

To be clear, Monday's announcement is a marketing campaign. A clever one, perhaps, with good intentions baked into it ... but a marketing campaign nonetheless. KFC blurred out the slogan featured on old billboards and signs in a cheeky ad released on its YouTube page.

需要明确的是,周一的声明是一场营销活动。这也许是一个聪明的主意,其中蕴含着良好的意图……但这毕竟是一场营销活动。肯德基在其YouTube页面上发布了一则厚颜无耻的广告,将旧广告牌上的标语做了模糊处理。

KFC, like most fast food places, uses bizarre, self-effacing and at times hokey marketing ploys to bring customers into their stores. Fast food is a low-growth, zero-loyalty business with razor-thin margins, so any bump in customers is a major win for quick-serve restaurant chains.

像大多数快餐店一样,肯德基使用怪异、谦逊、有时做作的营销策略来吸引顾客光顾。快餐是一种低增长、零忠诚度、利润率极低的行业,因此顾客数量的任何增长都是快餐连锁餐厅的重大胜利。

In the past, KFC has poked fun at itself by hawking chicken-scented clogs, chicken-scented yule logs, and, best of all, "finger lickin' good" chicken-flavored edible nail polish (that one's probably not coming back anytime soon. (Health experts, including the Centers for Disease Control and Prevention, have been urging people to wear masks, wash their hands thoroughly and avoid touching their faces as way to prevent Covid-19 from spreading.)

在过去,肯德基自嘲地出售鸡肉味的木屐,鸡肉味的圣诞原木,最重要的是,“吮指原味”的鸡肉味可食用指甲油(这种指甲油短期内可能不会再出现了)。(包括美国疾病控制和预防中心在内的卫生专家一直在敦促人们戴口罩、彻底洗手并避免触摸脸,以防止新冠肺炎的传播。)

Also similar to other fast food restaurants, KFC temporarily closed down its dining rooms in March and encouraged customers to order via its drive-thrus or delivery. It also installed Plexiglas counter-top shields between employees and customers, required workers to wear masks and implemented health screenings before shifts.

与其他快餐店类似,肯德基在3月份暂时关闭了餐厅,并鼓励顾客通过“得来速”或外卖点餐。该公司还在员工和客户之间安装了有机玻璃台面防护罩,要求工人佩戴口罩,并在轮班前进行健康检查。

After a couple months of absolutely horrendous foot traffic at restaurant, sales at KFC have bounced back sharply in recent months as people crave indulgences during a particularly stressful time in history. KFC is owned by Yum! Brands (YUM), which also owns Pizza Hut and Taco Bell.

在经历了几个月可怕的客流量后,肯德基的销售额在最近几个月大幅反弹,因为人们渴望在这个特别紧张的时期放纵自己。肯德基是百胜餐饮集团旗下的,旗下还有必胜客和塔可钟