Absurdly Driven usually looks at the world of business with a skeptical eye and a firmly rooted tongue in cheek.
The portents for retail are dark.
The coronavirus has swiftly and decisively altered any thought of what used to be called normal.
For the restaurant business, this is especially disturbing. Tables will have to be further apart. Servers will wear masks and gloves.
What, though, of fast-food restaurants? How will they cope with the new rules?
Well, McDonald's isn't merely thinking about it. It's already testing a prototype for dining in post-pandemic.
In the Netherlands, one of McDonald's restaurants in the city of Arnhem has already been re-equipped for the new, disturbing world.
As you approach, big yellow circles mark out the approved social distance between one customer and the next.
Even before you enter the restaurant, there's a handwashing station. Every customer has to wash their hands for 20 seconds before entering.
Next, you're greeted by an old-fashioned restaurant host. Who's behind a screen.
The host is wearing gloves but no mask.
Their job is to give customers a plastic sign with their customer number.
Next, the customers approach a touchscreen. They place their orders, and then move away to find a table.
As soon as they've left the touchscreen, a McDonald's employee comes over to disinfect it.
Warning signs about social distancing are everywhere.
Then the food arrives, on a dim-sum style trolley.
This allows for a contact-free experience, where the customer picks their food up from the trolley, which again gets disinfected once they're done.
And the minute the customers are finished and leave, their table is disinfected, ready for the next customer.
It's commendable how quickly McDonald's has moved to begin solving a truly difficult problem, one that's going to affect so many areas of retail.
As a McDonald's Netherlands spokeswoman told Reuters, the chain is hoping to maintain something of a restaurant atmosphere.
Still, she conceded:
These are drastic changes, but we hope to make them in a way that customers don't notice them too much.
That's quite a hope.
It's inevitable that many people will reassess the experiences they have with brands and readjust their needs for those particular brands.
Though McDonald's is clearly trying very hard, it surely knows that, for the foreseeable future, drive-thru and delivery may increasingly be the choice of many.
Moreover, the company's relations with franchisees aren't always ideal, so who will pay for the costs of both equipment and labor that these changes will incite?
Every business that involves at least some level of physical contact with customers will be frantically preparing different ways to re-create some sort of welcoming customer experience.
McDonald's is showing just how hard that's likely to be.