Absurdly Driven looks at the world of business with a skeptical eye and a firmly rooted tongue in cheek.
McDonald's is very good at doing what it does best.
For so many years, customers knew what to expect and understood that the core of the brand lay in simple, familiar fare.
The Big Mac and the Quarter Pounder were known all over the world.
And no one seemed to mind if they were frozen.
Until the brand seemed frozen in time.
Suddenly, it lagged behind more innovative competitors. It's still catching up with essentials such as fresh beef.
There's more work to do.
Rumor has it, though, that the burger chain is changing its menu, too, in a way that few might expect.
And a certain few may not tolerate.
You see, Business Insider reports that McDonald's has resorted to going, gasp, overseas for new menu items.
It's one thing to feature overseas items in its flagship worldwide headquarters in Chicago.
It's quite another to turn to Spain and import one of that country's dishes in order to put them in U.S. restaurants.
Yet here we seem to be.
The Grand McExtreme Bacon Burger from Spain will join the Stroopwafel McFlurry from the Netherlands in making the trip from Europe.
A shorter journey awaits the Tomato-Mozzarella Chicken Sandwich from Canada.
Yet it's Australia that might be contributing the most tantalizing item: Cheesy Bacon Fries.
How can America not have invented that?
This glorious quartet will allegedly adorn McDonald's menus from the very point that its Signature Crafted sandwiches shuffle away. Which would be in the first days of June.
It's an extremely curious strategic twist when the chain initially said it was removing the Signature Crafted delights in order to have fewer menu items.
I contacted McDonald's to ask for its thoughts. The deeply cryptic response from a spokeswoman was:
Because Absurdly Driven is reserved for the erudite, you'll know this is Dutch for no comment and PR for Yeah, but we're not admitting it yet.
The chain did confess last year that it was testing one or two of its international favorites in South Florida.
It seems, then, that there were some winners.
I wonder, though, how much or how little the chain will laud the provenance of these fine dishes.
It will be fascinating as to whether the fact they're from foreign lands will be an additional attraction or whether our nation's current, slightly inward-looking penchant will prevail.
You might think that a mere four menu items is nothing so extraordinary.
But in a market as deeply competitive as fast food, it's a sign that the blinkered thinking of promotions and discounts isn't quite enough.
McDonald's, just like Starbucks and many others, has to prove its freshness all the time.
Otherwise, customers just go somewhere else.