Trigger Smith, the notoriously grumpy owner of New York’s Continental bar in Greenwich Village, has banned the word ‘literally’ from his bar. A sign recently posted on the front door of the venue reads:

“Sorry but if you say the word ‘literally’ inside Continental you have 5 minutes to finish your drink and then you must leave. If you actually start a sentence with ‘I literally’ you must leave immediately!!! This is the most overused, annoying word in the English language and we will not tolerate it. Stop Kardashianism now!”

Patrons have fired back hard. One customers argued that a bar which offers five shots for $10 are hardly likely to be “valiant defenders and purveyor of highbrow culture,” while another said that “even if they didn’t have this sign I’m sure the bartender with the vest and waxed mustache would be enough of a warning anyway.”

Smith has banned a lot of things in his time at the Continental, which was once a hang-out spot for Iggy Pop and Joey Ramone, such as baggy jeans and the phrases “It’s all good,” “You know what I’m saying?” and “My bad.” He said that the new ban was largely tongue in cheek. “What’s annoying is people aren’t even aware they’re saying it,” he said. “How could you be so unaware of your words that it’s coming out every couple minutes?”

However, Smith has little to worry about in terms of losing customers – the building is scheduled for demolition in August.