ChipotleBuyer Persona Overview

February 2015

Late Classes Christina

• Background:

• Cristina is a full-time student at the University of Florida taking 16 credits. Some of her classes are held at night between 6:30 p.m. and 9 p.m. When she gets out of class, she is too tired to cook herself food. Knowing that she can order Chipotle online, it saves her time from getting home late and starting her homework. She goes to the restaurant, picks up her food, and heads home.

• Demographics:

• Female

• Age: 17-23

• College Town

• Students who have late night classes

• Identifiers:

• Late classes around dinner time

• Wanting to grab a quick meal, to get home to begin homework

• Too tired to cook after class

Late Classes Christina

• Goals:

• Be able to grab food and take it home to enjoy after a long day of being on campus.

• Not have to make a line to get her food, when she just wants to get home because she is tired.

• Challenges:

• If Christina does not get out of class on time, and stays on campus pass 10 p.m. she cannot order from Chipotle because they will be closed.

• She may have to drive herself to Publix or another restaurant/fast-food place to be able to feed herself, which may not be as healthy as Chipotle.

• How We Help:

• Chipotle is able to help through the online ordering option. Because students are always on the go, they can order their food online, choose a specific time they would like to pick it up and go straight to the cashier to pay.

• Chipotle is open until 10 p.m., a reasonable time to still have a meal and not make it too late.

Late Classes Christina

• Real Quotes

• “Whenever I know I won’t be able to have time to make myself dinner, I order food on Chipotle’s app at a specific time so that when I am done with class all I have to do is pick it up.”

• “I’ve been told that after a certain hour you’re not supposed to eat, but when I am hungry, instead of choosing an unhealthy alternative, I choose Chipotle. It’s delicious, filling, and open until 10 p.m.”

• Common Objections

• Chipotle closes early, especially for college students who eat late or are on campus until late at night.

• Because Chipotle closes so early, I sometimes don’t know what to eat and Publix closes early too, so I have to turn to fast food restaurants, which are not my favorite.

Late Classes Christina

• Marketing Message:

• The Chipotle online ordering app comes in handy to those that do not have time to make the lines. All they have to do is order online, show up to Chipotle, go to the cashier, tell them the order’s name, pay, and enjoy.

• Elevator Pitch:

• If you are one of those students who are on campus late at night, use the Chipotle app to order your food. You just have to make sure that you choose a time before 10 p.m. and get here before 10 p.m. and you will be able to enjoy that bite of Chipotle you have been craving.

Late Classes Christina

• Social Media:

• Christina is constantly checking Instagram. She also is on Twitter, checking tweets of those she follows and tweeting from her account.

• Examples:

• Chipotle can have their customers follow them on Twitter, and from there they can tweet what they love about Chipotle. The Chipotle marketing team can monitor the tweets and retweet, favorite and reply from their account.

• Twitter can also post tweets about up and coming changes, promotions, and more.

• Using Instagram, Chipotle can also run a campaign where the customers must follow Chipotle, and once they do, post and share a photo of them with their love of Chipotle.

• With Instagram, Chipotle will be able to repost customers photos by using the repost app to show how many people love Chipotle, and how they enjoy it.