Amor de Cosmos

Bad Gas has distilled the rules for locating, naming, and operating your London chicken joint:

1. Only use red, white and blue if possible. This creates a strong association with America. Which is a “good” thing.
2. Ensure that the words “Fried” and “Chicken” appear in your shop’s name.
3. To avoid alienating illiterate chicken lovers, make sure the sign has a nice big picture of a bird.
4. Strengthen that KFC association by ensuring that your shop’s name includes the name of a southern US state.
5. If all the southern states have been used up by your many competitors along the street, pick a state from somewhere else in the US.
6. If you can’t think of any more US states, use a word that has some kind of southern US resonance.
7. If all else fails, throw in a word that suggests quality, friendliness or corporate success.