When it comes to fast food and junk food, words like “super-size” and “extreme” are so last year. Today’s hot word is “crazy,” as in, this food is such a huge fat, salt and calorie bomb that you’d be crazy to eat it, but it’s so delicious and fun, you’d be crazy not to.

Like Pizza Hut’s “Crazy Cheesy Crust Pizza.” It has bulging crust pockets that’re packed with cheese. And the European version is even crazier, with hotdog-stuffed crust, and mustard dipping sauce.

Also, Taco Bell’s Doritos Locos Tacos are a runaway hit. They’re meat-and-cheese tacos served in taco shells made from Doritos. Last year, they sold 325 million Doritos Locos Tacos, which is more tacos than there are people in the U.S., and it’s considered one of the most successful product launches in fast food history. 

Even beverages are jumping on the “crazy” bandwagon, including the sugary caffeinated alcohol drink Four Loko, which was wildly popular before the FDA labeled it as dangerous. 

According to brand consultant Andrew Pierce, labeling foods “crazy” is a smart marketing move. 

That’s because crazy has come to mean something that’s good, or crazy good! And it’s a buzzword that resonates with a younger demographic, mostly young guys, who eat a lot of junk food. That’s because they want to think of themselves as different than their parents, they want to cut loose, go wild and get crazy, even if that just means ordering a pizza.

Marketing foods as “crazy” also works for people who work hard to eat healthy most of the time. Because when they splurge, they want to go crazy and live a little. So something called “crazy” sounds a lot more adventurous than just plain old tacos or pizza.