At Dank Burrito, we’ve always known how to make waves. Whether it’s wrapping the perfect burrito or experimenting with bold flavors, we don’t shy away from being innovative. But recently, our creativity took a hilarious, competitive twist that’s gone viral across Morehead City.
It’s called the #SignWars2024, and it all started with a single, innocent birthday message left on Ioanni’s Grill & Bar’s marquee.
What followed was a citywide, pun-filled smackdown that’s brought local businesses together for some good-natured fun—and a whole lot of laughs.
A Birthday Sparks a Battle
Back in July, Ioanni’s Grill & Bar left a birthday message for “Jeff” on their marquee for a whopping 26 days.
Now, we love a good celebration, but 26 days? That’s practically a lifetime in the fast-paced world of burritos!
Our fearless leader, Clarke Merrell, decided it was time to call out the birthday marathon with a friendly jab: “Ioanni’s quit being lazy, change your sign.”
From that moment, the gloves were off, and Ioanni’s came back swinging: “Dank we’re not lazy, just busier than you.”.
But, of course, we couldn’t let that slide, so we responded with: “Y’all just look busy ‘cuz it takes 2 hours for a dollar taco”
Morehead City Catches Sign Fever
What started as friendly banter between two neighboring restaurants quickly exploded into a full-on community spectacle. Soon, other local businesses were jumping in with their own signs, bringing their best puns and jokes to the table.
EJW Outdoors threw up, “Guys, do we need to taco ‘bout it?” To which we responded, “Guac off, EJW. This is nacho beef”.
From restaurants to gas stations, everyone joined in.
Captain’s Table, a nearby restaurant, added their two cents with “Boys, do we need to have a meat-ing?” Even businesses without marquees improvised with chalkboards, like Karma Cookies & Café, which wrote: “Hey guys, can you quiche and make up?”.
Read: Dank Burrito vs. Taco Bell Franchise: Which One Will You Choose?
As the puns flew, social media blew up. #SignWars2024 trended locally and beyond, with TikToks, Facebook posts, groups and national headlines covering the ongoing “feud.”
In fact, over 100 businesses eventually joined the fray, each adding their own flavor to the war.
People watching it unfold couldn’t get enough.
One fan commented, “I’m quite enjoying reading those signs… gives a bit of a chuckle in all the chaos”.
Another spectator reminisced about a similar trend from the 60s: “It reminded me of gas stations on opposing corners back in the day. They’d have ‘gas wars’ where one would lower prices, and the other would rush out to change their sign a few cents cheaper. This sign war is even funnier.”
The Culture of Creativity at Dank Burrito
So what does all this have to do with the culture at Dank Burrito?
A lot, actually.
This whole Sign War perfectly shows what we stand for—creativity, fun, and a little bit of competition.
Clarke didn’t just see an outdated sign; he saw an opportunity to turn something simple into something exciting. That’s the spirit we bring to everything, from viral sign wars to crafting burritos.
At Dank Burrito, we believe in pushing boundaries, taking risks, and enjoying the process. This energy drives everything we do, inspiring not just our corporate team but our franchise owners as well. Everyone is encouraged to innovate and connect with the community in a fresh, engaging way.
Why This Benefits Franchisees
Here’s where it gets interesting for our franchisees: when we build brand awareness at the corporate level through initiatives like Sign Wars, the easier it becomes for franchise owners to succeed at the local level.
When people see a brand that’s creative and engaging, they’re more likely to support it—and that energy spreads to every location.
One enthusiastic observer summed it up nicely: “This whole thing just makes me smile! Yes, we have opposing views, but this shows what makes a great community, especially when we tolerate and enjoy each other’s perspectives”.
Franchisees can ride the wave of this excitement, whether it’s a viral campaign or a new menu item, boosting their own visibility in the community.
Read: Comprehensive Guide to Becoming a Successful Franchise Owner
The Power of Fun in Business
The Sign Wars aren’t just a joke—they’re proof that a little fun can go a long way in business.
The real stars of this story are the people of Morehead City. Their enthusiasm fueled the Sign War, turning it from a simple exchange into a full-fledged phenomenon. Families made it a game to see the latest signs.
At Dank Burrito, we’ve always believed that success doesn’t have to be boring. From cracking jokes on a sign to whipping up a fresh salsa recipe, we approach everything with a sense of creativity and excitement.
And that attitude translates into happy customers, engaged franchisees, and a brand that stands out in a crowded market.
What’s Next?
The Sign Wars may eventually fizzle out (or will they?), but the impact will be felt long after the final sign is changed. They’re a reminder of what’s possible when businesses engage their community with humor and heart.
So, the next time you’re cruising through Morehead City, keep an eye on those signs. You never know who’s throwing the next punch—or in our case, serving the next taco.
Got a favorite sign from the war? Share it with us on social media using #DankSignWars.
To everyone who laughed along with us, took pictures, and shared the story—THANK YOU!. You’re as much a part of this as we are.
Clarke Merrell is the Executive Chef and Owner of several restaurants in North Carolina, including Dank Burrito Franchise, Circa 81 Tapas & Cockatileria, Beaufort Olive Oil Company, and Merrell Estate & Gardens.
