JENNA – GRAD STUDENT AND GIF LOVERChipotle Mexican Grill Buyers Persona

PUR 4932Kylee Sipowski

BACKGROUND Grad Student at a major University

Works part-time in retail Stable family life, but moved out-of-state, away from her family for college and her career

Working through the last year of her masters program Sports Psychology

Steady boyfriend, small, close-knit group of college friends

DEMOGRAPHICSSkews female Ages 23-32

College educated

Discretionary income of at least $155

IDENTIFIERSAmbivert

Enjoys social time with friends Equal to time alone/online

Active on multiple social media sites Spends most time on visual mediums

Twitter, Pinterest & YouTube Often texts friends with memes and/or gifs

Identifies with Millennials and Internet sub-culture

Interests include cooking & travel

GOALSFood that is healthy, fresh and environmentally responsible

Warm, welcoming yet trendy atmosphere

Quick and affordable food & service

CHALLENGESBudget constraints

Grad student with loans, budget conscious when it comes to eating out

Expect socially and environmentally conscious practicesNot the most important, but is a factor

Food qualityExpect consistency and engaging flavors

HOW WE HELPOffer quick, efficient service in convenient locationsFood is environmentally and socially conscious Time & money advantages over traditional sit-down competitors

Cheaper Faster

QUOTES“I want to eat in a fun, welcoming environment, where I feel like I can hang out and enjoy time with my friends”

“If I have to pay more, I want it to taste better.”

“I need to have the option to take it with me on the go, especially when I have a project and exam to work on.”

“I work hard to stay healthy, so I need healthy options when I go out to eat.”

COMMON OBJECTIVESPassion for fresh cooking and flavors usually only found at traditional, dine-in restaurants

Customizable options for the massesSimplified menu, endless combinations of flavors and meals Post-workout meal and “Cheat Day” all in one place

Sustainability and giving back to the community

MARKETING MESSAGESocial Media

Engage & Interact Offer opportunities to followers to share content

Create brand identity and loyalty with followers who want to be a part of the culture

Community EventsSupport or sponsor local sustainability events

Set up locally at farmers markets to engage with local producers and customers

SOCIAL MEDIA MARKETING MESSAGE

TwitterCapitlize popularity and sharebility with memes

#MemeMondayRetweet best memesEngage with followers

SOCIAL MEDIA MARKETING MESSAGEPinterest Contest

Pin an image of your take on the Chipotle Guacamole recipe

Pin with the most repins gets featured on Chipotle’s Official Pinterest & blog

ELEVATOR PITCHChipotle offers fast food with efficient service that makes your food fresh, fun and right in front of you. Our locations atmosphere are cool, clean and inviting for you to come in and enjoy great food with friends. Our menu is also the most environmentally conscious and sustainable for the money. Our culture is fun and engaging, and our customers reflect that vibrancy and innovation that makes our establishment successful.