Buyer Persona Overview

October, 2015

Sarah the College Student

BACKGROUND:• College student at the University

of Florida• Part-time retail employee• Sorority member

DEMOGRAPHICS:• Female• 18-24• $5000/yr• Suburban

IDENTIFIERS:• Fast paced lifestyle• On the go

Sarah the College Student

GOALS:• Be able to eat both cheaply and healthily • Be more conscious of making ethical food

choices

CHALLENGES:• To eat healthy and cheap you usually

have to eat at home• A quality meal usually takes time which a

busy college student doesn’t have

HOW WE HELP:• We offer quality food at a lower cost• We prepare quick meals with wholesome

ingredients to spend less time on food prep and more time on studies

Sarah the College Student

QUOTES:• “Fast food is something that I try

to avoid but at the same time I don’t always have the time to cook at home, especially around classes.”

• “As a college student money is always tight and I try to spend the least amount of money while still eating well.”

COMMON OBJECTIONS:• The base meal is cheap but

adding on drinks and extras can add to the cost.

• The line is always so long in the restaurant.

Sarah the College Student

MARKETING MESSAGING:• Chipotle is on the cutting edge of

the fast-casual food chain and offers eco-friendly Mexican cuisine at a budget friendly price. With a new online ordering system a filling and healthy meal is only a button away.

ELEVATOR PITCH:• Eat Chipotle, it’s food with integrity

that the whole family will love. Save money, eat better and spend your time doing the things you love.

Sarah the College Student

SOCIAL MEDIA:• The best social media to reach this

buyer would be:• Twitter• Instagram

SOCIAL MESSAGING: • Life’s too short to wait in line.

Try our new online order system today. #LIMESnotLINES

Sarah the College Student

SOCIAL MESSAGING:

Sarah the College Student

SOCIAL MESSAGING:Chipotle, it’s never to early to #guacaboutit