Chipotle Buyer Persona

Overview

February, 2015

Busy-Burrito-loving-Becky BACKGROUND:

• First year student (freshman) at the University of Florida

• Works part-time in the University of Florida bookstore; her first job

• Single, enjoys physical activity such as yoga and running, stays involved in campus life through sorority and student government

membership.

DEMOGRAPHICS:

• Female

• Age range: 18-20

• Income: mainly dependent on parents and scholarships, independently earns $120/week

• Suburban

IDENTIFIERS:

• Anxious

• Has little time to relax

• Fears losing scholarships due to poor grades

• Takes pride in every task she accomplishes

Busy-Burrito-loving-Becky GOALS:

• Earn good grades, prepare for professional career

• Maintain a healthy life in college, eat healthy foods, plan time for exercise

CHALLENGES:

• Managing time between a part-time job, full-time education, exercise, and extra-

curricular involvements

• Eating healthy often means cooking at home (which takes up time she does not

have) and using fresh food (the most expensive kind)

HOW WE HELP:

• Provide fresh and low-caloric food in a timely manner for a reasonable cost

• Eliminates time spent on shopping and cooking

Busy-Burrito-loving-Becky REAL QUOTES:

• “Transitioning from high school to college was a shock. For the first time, I have to balance in a job, grocery shopping, and cooking,

whereas in high school, I only worried about education and extra curricular

activities.”

• “Some days I’m so busy I can’t even find time to eat!”

• “Eating healthy in college is a challenge, it’s hard to find time to

shop and cook, and when I do, fresh produce is so expensive. Fast-food is

cheap and fast, but is usually so unhealthy!”

COMMON OBJECTIONS:

• Although it seems fast enough to fit into my schedule, is it cost and health

effective to eat-out more than cooking at home?

Busy-Burrito-loving-Becky MARKETING MESSAGING:

• Healthy, Fresh, Affordable, Fast Food

SOCIAL MEDIA MESSAGING:

• Favorite Social Media: Facebook

• Possible posts: Status updates regarding deals and specials, menu quizzes: “which chipotle meal best describes you?”, uploaded pictures of fresh

ingredients and meals

ELEVATOR PITCH:

• We offer fresh ingredients at an affordable price and give the unique option to create your own recipe, thus creating an experience similar to cooking at

home, but in half the time!