Brand Tone

Enthusiastic and Bold, Friendly and Community-Oriented, Generous and Value-Driven, Playful and Fun, Authentically Brazilian/Portuguese

Brand Values

• •Abundance and Indulgence
• •Quality and Flavor
• •Customer Celebration and Community
• •Innovation and Variety
• •Accessibility and Value

Best Practices

• •Embrace Exaggeration (Playfully): Use words like 'massive,' 'legendary,' 'epic,' 'ultimate' when describing portion sizes and flavor, but always with a fun, slightly over-the-top enthusiasm rather than pure arrogance.
• •Foster a Sense of Community: Address customers directly and warmly (e.g., 'Hey Burger Fans!', 'Your XXL Family'). Encourage sharing, tagging, and participation in promotions. Highlight customer experiences and celebrate milestones together.
• •Highlight Value and Generosity: Clearly communicate deals, combo offers, and the sheer amount of food customers receive. Frame it as getting more bang for their buck and a generous offering.
• •Inject Fun and Energy: Use emojis appropriately, ask engaging questions, run contests, and keep the language upbeat and positive, especially on platforms like TikTok and Instagram.
• •Stay True to Your Roots (When Appropriate): Don't be afraid to use Portuguese phrases or highlight Brazilian ingredients and culinary traditions, as this adds to the authenticity and uniqueness of the brand. Ensure it's understandable or contextually clear to the target audience.

Social Perception

Positive, Exciting/Challenging, Community Hub (Locally), Good Value

Copy Examples

• •Headline: DARE TO GO XXL? Body: Think you can handle it? Our legendary XXL burgers are calling your name. Packed with flavor, stacked high with goodness. Bring your appetite – you’re gonna need it! #XXLBurger #FoodChallenge #GoBigOrGoHome
• •Headline: Your Happy Place Just Got Happier! 🎉 Body: It's [Specific Promotion Day, e.g., Friday] and you know what that means! Grab your friends, share a mountain of deliciousness, and make some memories. Our doors (and grills) are open! #XXLCommunity #GoodFoodGoodMood #BurgerLove
• •Headline: MORE Burger, MORE Joy, LESS Dough! 💸 Body: Don't break the bank to fill your belly! Our latest [Specific Deal, e.g., 2-for-1 XXXL Burger] is here to make your week. Indulgence doesn't have to be expensive. Tag a friend who owes you an XXL! #XXLValue #BurgerDeals #EatBigSaveBig
• •Headline: Taste the Authentic Flavors of Brazil, Supersized! 🇧🇷🍔 Body: From our juicy Picanha burger to our creamy Açaí bowls, every bite is a trip to Brazil. We’re serving up passion and flavor, XXL style. Come experience it! #BrazilianFood #XXLBurger #TasteOfBrazil
• •Headline: Level Up Your Hunger at XXL Burger & XXLGAMER! 🎮🍔 Body: Fuel your game with the ultimate burger, then crush your high scores at XXLGAMER! It’s the perfect combo for a legendary day out. Who's in? #XXLGamer #EatPlayRepeat #BurgerFuel