1. 1. Chipotle Buyer Persona Overview February, 2015
2. 2. Starving Student Sarah BACKGROUND: Student at the University of Florida that eats at Chipotle. She is starving because she is on a college budget. She is an active student that does not live on campus or have a school meal plan so she needs to eat out for her meals. DEMOGRAPHICS: Female 18-to-20-years-old Reliant on parents to send her money every week. About $75 a week. She is suburban IDENTIFIERS: Speaks with hands and is loud literally, super, oh my god
3. 3. Starving Student Sarah GOALS: Her primary goal is to survive off of the weekly allowance her parents have given her. Her secondary goal is to have enough money to spend on herself and to go out on the weekend. CHALLENGES: Her primary challenge is that she cannot get a job in order to have extra money to spend on herself Her secondary challenge is having to work with the money she is allotted. HOW WE HELP: We help her by giving deals and having low cost, good tasting meals. We help her achieve her goals by keeping our costs low so that she can afford to eat here
4. 4. Starving Student Sarah I enjoy eating at chipotle because I can never go wrong there. The food is always delicious and it isnt super expensive. The only objection I have is that they charge a lot for extras.
5. 5. Starving Student Sarah MARKETING MESSAGE Our message is that we keep our quality high and work our prices to enable an affordable meal. ELEVATOR PITCH: We try to keep our prices low and any extras have to cost more because not everyone wants them. This allows for each customer to personalize their meal experience.