Chipotle Mexican GrillBuyer Persona Overview

February, 2015

Alex - “The Involved Academic”

BACKGROUND:• Alex is a Public Relations student at a State University

and is involved in a sorority, PRSSA (Public relations club) and a freshman mentorship program. She is interested in staying up to date with recent trends on social media and keeps up with news and events on campus. • Alex has a tight and organized daily schedule with

class throughout her entire afternoon and organizations/clubs in the evening

DEMOGRAPHICS:• Female• 18-22• N/A (middle class family)• suburban

IDENTIFIERS:• Trendy, outgoing, crafty, focused, passionate• Frequents social media like instagram and Twitter in

free time

Alex - “The Involved Academic”

GOALS:• Become a leader in the organizations

which she is involved in• Get good grades, eventually land an

internship• To land a job in a PR department

CHALLENGES:• Has a full schedule and limited time• Has a tight “college” budget• Has a full plate between staying social and

maintaining academic integrity

HOW WE HELP:• Provide fast, affordable and delicious

lunch options for the health-conscious overachiever

Alex - “The Involved Academic”

REAL QUOTES:• “I’m all about balance: the Social,

the athletic, the fitness,the involvement”

COMMON OBJECTIONS:• Not enough time for lunch during

class hours usually• Limited money for eating out• Watching weight

Alex - “The Involved Academic”

MARKETING MESSAGING:• Healthy options for calorie-

counters• Affordable and fast, for a busy

college student’s budget and schedule

ELEVATOR PITCH:• College students across the nation have already discovered why choosing Chipotle makes sense not only time and budget-wise but taste and nutrition-wise as well.

PREFERRED SOCIAL MEDIA PLATFORM:

•Twitter and Instagram