Absurdly Driven looks at the world of business with a skeptical eye and a firmly rooted tongue in cheek.
McDonald's has been enduring something of a hangover.
It gets to work early and things don't go as they should.
Indeed, the burger chain's management admits, according to Bloomberg, that its breakfast offerings are somewhat focus-free.
So to recover its morning glory, McDonald's is testing something that hovers between the magical and the absurd.
It's selling muffin tops.
No, I'm not referring to the excess of flesh that hovers above your belt.
I'm talking quite literally about the tops of muffins. You know, the best part.
Some insist that this is a homage to a Seinfeld episode, in which a top-of-the-muffin store actually opens.
Yes, Elaine was inspired.
The idea, though, suggests a certain level of perspiration at McDonald's HQ.
It's being eaten up by rivals that can be cheaper and, dare one mutter it, better.
McDonald's has had its head turned by its furious foray into fresh beef Quarter Pounders. Breakfast has become something of an afterthought without aforethought.
So the idea of selling 160-calorie blueberry muffin tops actually smacks of desperation as well as imagination.
How many times, though, have you immediately eaten the very top of a muffin and only nibbled on the bottom as an act of sympathy?
The bottom is soft and faintly vacuous.
The top, if done right, carries a firmness and an aroma that's impossible to resist.
Bloomberg reports that it's the privileged of Baltimore who are currently enjoying this delicacy. I can only hope that it sells out within seconds.
You, though, because you want to save the world, will be wondering what the chain will do with the muffin bottoms.
I asked McDonald's and will update, should I hear.
I wonder, though, whether the chain will start marketing those bottoms once the tops are successful.
Then, customers will be forced to take sides -- or, at least, positions -- on a matter that, by then, will be of national importance.