chipotle buyer persona
TRANSCRIPT
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