Absurdly Driven looks at the world of business with a skeptical eye and a firmly rooted tongue in cheek. 

It's summer, a time of year when you release your stresses, take a (three-day) vacation and do things that you wouldn't normally do.

Such as spend time with your loved ones. And take a walk in the park.

This change of routine is what some marketers might call a business opportunity.

After all, if you can surprise your customers and create new habits, your board of directors will be delighted. 

Not that they know any of the marketers' names, of course.

Along, then, comes McDonald's

In a fit of ingenuity, its Swedish arm wondered how it could infiltrate that classic summer outing -- the picnic.

You might think that the essence of a good picnic is fresh, wholesome food, packed into a hamper with a nice bottle of white wine and your favorite linens.

Oh no, says McDonald's

Instead, why don't you get a blanket emblazoned with a QR code? 

Then, when you find your perfect picnic spot, scan the QR code, send it to McDonald's and the nearest restaurant will deliver you fine burgers.

It's a delicious expression of desperation, isn't it?

Fast food corporations just can't bear the thought of you enjoying any other food, when you could be bathing in their greasy fare.

Sometimes, burger companies' ideas are based on genuine customer need.

There are times, indeed, when you're stuck in traffic that's truly painful.

You suddenly get hungry and all you have in your glove box are four mints and a chocolate bar from 2015.

So yes, I can imagine the notion of someone on a motor bike bringing you a burger is tantalizing.

But when you're having a picnic?

Picnics are all about bathing in nature, with the occasional real-life cow mooing in the background.

They're less about bathing in pre-frozen cow meat. 

They're about intimacy and warmth, rather than mass market fast food. 

Who, therefore, would ever want McDonald's fare in the middle of a newly-mown field, with birds chirping all around? (Currently, you can only get one of these blankets by winning it on social media.)

Sometimes, ideas can sound very clever, but they turn out to be a touch ridiculous.

This may be one of those times.

Of course, it will surely win lots of advertising awards.

Published on: Jul 6, 2019
The opinions expressed here by Inc.com columnists are their own, not those of Inc.com.