Absurdly Driven looks at the world of business with a skeptical eye and a firmly rooted tongue in cheek.
Fast food, like the rest of America, used to represent excess.
Lately, though, it's been easy to get the impression that there's a new focus toward health, wellness and even salady sanctimoniousness.
Not, it seems, in every quarter of fast food.
There's still room for excess beyond those Carl's Jr. ads in which there are piles of food perched between two straining buns.
The latest -- and, some might conclude, the greatest -- step toward fascinating excess is a new burger released by McDonald's.
It's not the sort of burger that you're generally used to. Not unless you're fond of making your own bun-enclosed cathedrals of gorging.
This one comes in a burger box and does have something that resembles a bun.
However, instead of being filled with meat, it's filled with Nutella.
In case you have managed to avoid this concoction, it's a chocolate-hazelnut spread that is sweet and, to my palate, a touch sickly.
Still, a few weeks ago the FDA was petitioned to consider it a spread like jam rather than a dessert topping. If the FDA agrees, then the approved serving size would be reduced.
But back to the McDonald's Nutella Burger.
You'll either be pained or delighted that this fine new joy has only been released in Italy as part of the McCafé menu.
Yes, it's an entirely new category: the dessert burger.
McDonald's doesn't actually call it the Nutella Burger. Instead, it's called the QuarterNutPounder.
I'm sorry. That's not quite right. It's called the Sweety With Nutella. Apparently, the bun is baked with the Nutella already in there, to give it that crusty, beefy look.
You can imagine, of course, that there is already a sugar-high over this new menu item.
I can see you already making arrangements to fly to Italy just to experience this newest wonder of fast food.
Honey, we can take in the Leaning Tower of Pisa, the canals of Venice, and the Coliseum of Choco-Hazelnut.
The thing to ask yourself, however, is this: Can the Nutella Burger possibly be more exciting than the chocolate-drizzled fries that McDonald's already offers in Japan?