A well known New York Chef wanted to create a new fast casual food restaurant specialized in wood-fired thin crust pizza, grilled "smokestack" burgers, and tap wine and beer. The first High Heat Restaurant opening in Manhattan has high hopes to become the first of a small regional chain of restaurants.
Given the tremendous competition in this segment, we generated only concepts with a strong positioning and a sustainable promise. The narrative that was chosen is consistent with one of serving "authentic and honest food" for the hard working people of America.
The metaphor of a fast steam train was selected for both its iconic and memorable qualities and because it embodies the high heat/charred cooking of the menu.