This time, the business owner wasn’t even Jewish — he just didn’t bother to take down the sign of the previous owner, which read “jewish futures.” That was enough to mark the business in the London neighborhood of Hendon as a target for a random Jew hater.

Friday night, a man was seen carrying a plastic bag, which was later found to contain three bottles of fluid; placed it in front of the building; and attempted to set it on fire. The fuel failed to ignite fully, and the perp fled.

Police were called to the scene at 10:32 p.m. Although the attack isn’t being classified as terrorism, Counter Terrorism Policing London is investigating because of its similarity to other arson attacks against the Jewish community, according to the unit’s commander, Helen Flanagan.

The front of the building sustained minor damage.

A Jewish MP from Hendon spoke to Sky News about the incident, telling the media outlet that this will “undoubtedly add to the concerns” of Hendon’s large Jewish community.

“In Hendon we are proudly the home of a large Jewish community,” he said. “We’ve seen the attacks on Hatzola in Golders Green which is just a mile down the road. [Also] the attack on Finchley Reform Synagogue, which is just a few miles away, so obviously this adds to the concerns the community has.”

But in London, even if you’re not Jewish, you ought to be concerned. Just ask the non-Jewish business owner whose establishment was attacked Friday night.