I hate the word “succulent.” I hate the words “mouth-watering” and “piping hot.”
Let’s try a little harder to get the idea across. Why is it succulent? Why is the saliva coming out of my glands? Exactly what do you mean by “piping?” Are there pipes? Are they hot pipes? Are you playing a pipe to get my attention because the food is hot?
We’re better than that. As professionals. As people. As members of civil society.
Let’s shine a light on these words in restaurant and food communications. Maybe we’ll make the people who wrote or approved them feel a little awkward.
Love the old sign. Love it. And we recognize the word “delicious” here is the kitschy suggestion of a neon bender. Why should we believe a neon bender, though? Neon benders don’t know what I think is delicious. Still, I give them a pass. After all, they can bend neon, and the deed was done maybe before I was born, and I guess I love kitsch as much as anybody. But if you’re not a neon bender, shut up.
