What the heck is a "Jolly Burger"?

Billboard outside McDonald's location, Grandview Highway, Vancouver, BC

I saw this billboard last week. I'm confused. It seem that every couple of weeks McDonald's rolls about a new item on the menu. Some are permanent additions (McCafe) and others (Jolly Burger) are temporary additions.

Every new item means additional training costs for franchise owners, more time at the cash register to explain the menu options, and confused customers.

I think that McDOnald's has long since passed the "sweet spot" in menu variety. All of the additional, and often temporary, choices confuse customers. It takes too much effort to educate consumers about the new options, and then when the slow sellers are pulled off the menu there is an outcry.

McDonald's should pick a market niche and do it well.