Push the Envelope

In mathematics, an envelope is a curve that is tangential to each one of a family of curves in a plane. A flight envelope is the particular combination of speed, height, stress and other aeronautical factors that form the bounds of safe operation. To “push the envelope” is to take an aircraft to or beyond designated altitude and speed limits.

As if Burger King's major menu development in 2010 wasn't enough, new owners 3G Capital and a fresh team of executives decided to push the envelope.

The douchebag who said this probably also said run it up the flagpole, greenfield, or Consumer-Facing.