It's possible that when you're worried about a tsunami wiping away you and everything you hold dear, you'll prefer a bucket of large extra crispy chunks as opposed to just a few crispy strips.
Equally, it's possible that the last thing on your mind would be, well, any kind of chicken at all.
KFC seems to have discovered the latter might be the case. As the Daily Mail reports it, some people were a little surprised in Thailand on Wednesday when, as they rushed home worried about a tsunami, KFC posted: "Let's hurry home and follow the earthquake news. And don't forget to order your favorite KFC menu."
Hundreds of people began posting their displeasure at this less than tasteful suggestion. Even though the earthquake was in Indonesia, Thais know very well the kind of devastation a tsunami might cause. In 2004, 8,000 Thais died in similar circumstances.
By today, KFC had removed the post and inserted a bucket of apologies. Yet memories can be long and unforgiving.
Sometimes, it's the young and enthusiastic who are put in charge of the new, dynamic world of social networking.
Perhaps, in this case, someone thought they were been enterprising and, even more importantly, reacting in real time. It is not yet known how KFC might have reacted internally to this clucking nightmare.
Might the people responsible be fired? Or might they be forced to eat only KFC for the next month or two?