Another pronunciation of the word choice, meaning awesome, excellent, top notch.
Don't know much about the history of this word, but it was supposedly said first by Spencer Tracy in the 50's.
Sounds like a reverse Brooklyn accent, where they normally say 'foyst' instead of 'first'. In this case, it's the opposite. Instead of 'choice', it's pronounced 'cherce'.
The sandwiches in this Manhattan deli are 'cherce'.