Sure there is the odd cheese-hater out there, but for the most part we can all agree that a slice of the dairy product is only going to make a burger better.

Yet the folks at KFC have managed to screw that up. The ad pictured here — which is the embodiment of “you’re doing it wrong” — features a new chicken sandwich being offered at the fast food chain’s locations in the Philippines.

According to KFC, the concoction is “the first and only cheese-topped bun burger with KFC’s signature Original Recipe chicken patty with rich Garlic Parmesan dressing.”

Actually, we’re pretty sure it’s simply the “first and only cheese-topped bun burger.” Because other than being contrary for the sake of being contrary, there is no reason to put the cheese on top of the bun.

Yes, there are some pretty great cheese-topped foods you eat with your hands. Pizza, for example. But, due to its shape and form, a chicken burger with a melted cheese slice on top is just an unnecessary mess.

Really, KFC, there’s no need to so aggressively push your old “finger lickin’ good” slogan on the good people of the Philippines.