Chipotle Persona Profile:Andrew the Active Student

AndrewBackground:• Junior at the University of Florida• Works part time as a videographer on

campus.• Hobbies include photography, rock

climbing, and swimming.

Demographics:• Skews Male• Age: 18-23• Part time income: Less than

$1000/month• Lives in a suburban environment

Identifiers:• Dedicated to his job, even when he’s not

at work.• Selective with what he eats.• Daily schedule is packed, so he is very

busy.

AndrewGoals:• Graduate on time and pursue dream

career.• Maintain his exercise regiment and

healthy diet.

Challenges:• His work schedule prevents him from

eating adequately during the day.• Is usually too busy to take the time to

travel to healthier restaurants.

How we can help:• Chipotle’s convenient location right next

to campus cuts down on traveling time.• Chipotle also has online ordering and

pick up.• Chipotle also provides a variety of filling

options that are also healthy (no GMOs, vegetables grown in clean soil, etc.)

AndrewReal Quotes:• “I have a lot of equipment I have

to keep track of, so traveling far just for lunch is a hassle.”

• “I prefer healthiness over quantity, but I’m still looking for both in one meal.

• “Other than my 45 minute lunch break, I get by most days with just water and granola bars.”

Common Objections:• Chipotle always seems too busy

and overcrowded to get food quickly.

• Chipotle does not seem like a place where he can get work done while eating.

AndrewMarketing Message:• Chipotle provides fresh and

quality meals in a timely manner.

Elevator Pitch:• Chipotle meals are real and fresh;

there is nothing artificial about any of our ingredients. We can give you quality, quantity, and speed (with online ordering and pick up) with every meal we serve.

AndrewSocial Media Messaging:• Twitter is Andrew’s go-to choice

of social media. Andrew commonly uses Twitter to set up group lunches/dinners

• Example Tweet: Hey @EthanC_Young, you off work yet? I’m feeling #Chipotle for dinner.”

• Instagram is another platform Andrew uses almost every day. Every so often before he eats a delicious meal, he documents it on his account.

• Example post: Never tried barbacoa or a salad at #Chipotle before, here’s to trying new things!