“New high-concept Burger King near Exit 48 in Portland” reads a headline in my morning newspaper. What merits a full-length article about a Burger King, one with matte photos and all? The Burger King has a rail with barstools, and a flat screen TV, and they put up a wall between the place you order your food and the place you eat it. Otherwise, it’s basically a regular old Burger King.
What makes this a “high concept” Burger King?
“High concept” is a bit of a silly term that comes from marketers and pitchmen, and as with so much in marketing it means just about the opposite of what it appears to mean. Far from original, it’s about cribbing from someone else’s original idea as much as possible. Far from deeply conceptual, it’s superficial and quick and formulaic. The practice of “high concept” design for movies or books or fast food restaurants is to start with a cliche, add something unexpected, and sum it all up in a sentence lacking a verb.
Theater: Muppets… with Sex!
Books: Jane Austen… with Sea Monsters!
Movies: Snakes… on a Plane!
Compared to these zany possibilities (no matter how well or how poorly realized) “A Burger King… with Barstools and a TV!” just doesn’t measure up.
We can do better than this. If you were asked to come up with a high concept Burger King by the folks at corporate HQ, what would you throw their way? Share your high concept Burger King in the comments section below.
