Parking lot to nowhere

The other day, as I was leaving Zaxby's (a place I frequent far too often), I happened to notice their somewhat unique parking lot. I'd never paid attention to it before, I guess because I always use the entrance/exit on the other side of the restaurant:


It looks as though some people have blindly followed the exit signs anyway:

Hmm, I guess someone has big plans for that empty grassy lot, or else they really do want us to exit through the field.