February, 2015 CHIPOTLE

Background • First year out of college • Entry level job • Loves a good, quick, cheap

meal to fit into his lunch break

Demographics • Male, 24• 40,000 annual income• Urban

Identifi ers • Hard working • Independent • Always on the go

LUNCH BREAK LARRY

Goals:• Have enough time to eat a

good meal during a quick lunch break

• Budgeting money Challenges:

• Many restaurants take more than an hour to serve lunch, which Larry does not have time for

• Many restaurants with quality food are expensive

How We Help:• Chipotle is quick and easy

to order • Chipotle provides fresh,

quality food for a cheap price

LUNCH BREAK LARRY

Real Quotes: • “I’m late for a meeting!”• “I’m starving!”• “I can’t afford that.”

Common Objections:• Will I get tired of eating

Mexican food everyday?

LUNCH BREAK LARRY

Marketing Messaging: • Don’t be late and don’t

break the bank. Eat great Mexican food at a great price.

Elevator Pitch: • We offer delicious food for

people on-the-go and on a budget. Switch up the ingredients and experience a new chipotle creation every time or stick with the one you love.

LUNCH BREAK LARRY

SOCIAL MEDIA MESSAGING

SOCIAL MEDIA MESSAGING