Chipotle Buyer Persona

For Chipotle Craving Carly

#PUR4932

Chipotle Craving CarlyBackground

Fourth year college student at University of Florida Advertising major with outside concentration in business Loves to be active and go to the gym

Demographics Female 18-23 Student with no income Lives in a college town

Identifiers Social & Outgoing Always busy and on the move Health Conscious Big Instagram User

Chipotle Craving Carly Goals

Find a balanced diet Stay on a budget

Challenges Healthy food is often difficult to find in a

college town Its hard to find a balanced diet when she is

constantly on the move and needs to get a quick meal

How We Help Chipotle is well known for having fresh, organic

ingredients and healthy salad options Exemplify that Chipotle is affordable and a

meal under $10 is very doable Chipotle also is very quick and the lines move

fast

Chipotle Craving CarlyReal Quotes

“Its hard to find time in college to sit down for a healthy lunch.”

“ I just finished at the gym and I need a quick meal so that I can start studying for my test tomorrow.”

“ I need to find cheaper food options so that I can have control over my monthly budget.”

Common Objectives I’m worried that quicker food

options means unhealthy food I’m finding it difficult to balance

my time at school

Chipotle Craving CarlyMarketing Message

Organic, Healthy, Affordable, Tasty, Quick

Elevator PitchAre you a college student

who can’t find the perfect place to eat? Chipotle offers a quick and tasty meal option that has all types of healthy and organic options for you.

Chipotle Craving CarlySocial Messaging:

Carly is primarily active on Instagram

Examples of social messaging promotion Chipotle can run a promotion on Instagram where there

is a salad bowl photo contest and the winner gets a free Chipotle gift card(Helps promote healthy options and target students

on budget)