COQ BLOCK R.I.P.

It is with a heavy (though unclogged) heart that I must report that BLOCK ROOSTER FOOD has disappeared from Varick and Downing Sts. With it goes one of the great nomenclatural mysteries of the city. When I first moved to the neighborhood this was just a typical KFC-rip-off joint—Kasparov Fried Chicken or Kennebunkport Fried Chicken or something. One morning the familiar red-and-white awning was gone. In it's place, a sleek blue awning and bold re-branding: Block Rooster Food. How did they come up with it? What did it mean? I always meant to stop in and talk to them about it. Maybe pitch it as a story for Fast Company or something.

Q: Did you use a consultant for the name?
A: Yes, we have a friend and he has a thesaurus. We told him we wanted something that says basically "neighborhood chicken restaurant." You know, but more interesting, more jazzy. We considered "Area Poultry Chow" but it seemed ill considered to go from KFC to APC. "Local Avian Eatery" was very vowel-y and sounded like an illness. Then we hit on Block Rooster Food and it just sounded right.
Q: Can I really get thighs-and-fries for $2.50.
A: Yep.

So long BRF.

OIL OF POULET

There is, however, some good news in chicken shack signage. The line about "moisturized chicken" disappeared a couple years ago from the awning of the Chester Fried on 23rd St. But I found another one where the strange, beautiful description still lives.