I like witty design. Maybe this comes from my English minor, my love for typography, or simply (in this case) burritos. I went to Chipotle when I was in oklahoma City a couple weekends ago and just giggled through my lunch. I admire the thought that went into it and enjoyed the way the type became the design.
The first being the napkin. It makes you at least smirk, doesn't it? The "forgive and forget" line made my restaraunt experience that much more enjoyable, not to mention the step-by-step how to eat your burrito tutorial. It just seems thorough to me and makes me believe that they do value my experience and not just my money.
Next it the paper for the burrito tray. The type becomes the design as well as the point. Again, it plays into that silly aspect and conveys the concept of an thorough, enjoyable restaraunt experience.
Their creativity and ability to be thorough and witty impressed me. I want to make people giggle sometimes, even if it is only designer types.