ChipotleBuyer Persona Overview

February, 2015

Suzette the StudentBACKGROUND:

• Junior at University

• Working on a Bachelor's Degree

• Works in retail

• Lives with 3 roommatesDEMOGRAPHICS:

• Female

• 18-25

• $ 10,000 income

• SuburbanIDENTIFIERS:

• Fast-paced

• Uses cell phone for everything

• Always studying

Suzette the StudentGOALS:

• Pay rent on time

• Eat healthy foods

CHALLENGES:

• Saving money

• Finding inexpensive meals

HOW WE HELP:

• Offer meals that are low-priced

• Offer meals that are healthier

Suzette the StudentREAL QUOTES:

• “I can’t be spending too much money on food.”

• “Fast-food is convenient, but it isn’t good for you.”

• “I have to eat fast to make it to class on time.”

COMMON OBJECTIONS:

• I’m worried that the food doesn’t come from a good place.

• I don’t want to spend so much money eating out so often.

Suzette the StudentMARKETING MESSAGING:

• Healthy, low-priced fast-food

ELEVATOR PITCH:

• We offer reasonably priced food that comes from local farms. The food is served fresh and fast for your convenience.

SOCIAL MESSAGING • The best platform

to use to reach this persona is Twitter because it is usually accessed through an app.

• It is also easy to quickly check out news

Chipotle

Come check out our #studentdiscounts! Show your ID and save on the food you love!

Chipotle

We serve only #fresh food. Check out our nutrition facts! http://www.chipotle.com/en-US/menu/nutrition_calculator/nutrition_calculator.aspx