Burritos Better Built.
Pancheros Mexican Grill is kinda like Chipotle and Qdoba. But thanks to their house-made dough that gets pressed into tortillas fresh-to-order, their burritos are way better. They've got a passionate, primarily college-aged fan base and, lucky for me, I was still in college when I was tasked with adopting this voice.
Having some fun with the language on the ordering line.
Back-of-House Employee rallying cry
I got to write a poster that hangs in franchises across the country. Legend has it that teenage employees tap this thing with two freshly-sanitized hands before going into burrito battle.