ChipotleBuyer Persona Overview

February 2015

Cory the College Student BACKGROUND:• Full time student • Waiter at restaurant in town part- time• Pursuing Bachelor’s Degree at University• Enjoys hanging out with friends,

intramural sports, watching TV

DEMOGRAPHICS:• Male• 18-24• $10,000-$15,000• Urban setting- college town

IDENTIFIERS:• Outgoing, popular• Active student with limited budget• Familiar with Social media – Facebook and

Twitter

Cory the College StudentGOALS:• Earn degree while having fun• Free time spent with friends• Stretch budget to go far

CHALLENGES:• Limited budget • Lack of time after school and work for free time

HOW WE HELP:• Offer delicious, convenient food• Fast and fresh food in a fun environment• Low prices mean you can eat Chipotle

without breaking the bank• Reach college students with marketing

campaigns on Facebook and Twitter (offering free coupons for involved followers)

Cory the College StudentREAL QUOTES:• “I don’t have a lot of money to

spend on eating out, so I am careful about where I eat”

• “I have to budget carefully, so when I do choose to eat out, I want something that is inexpensive, but that also tastes good and has a fun atmosphere so I feel like I am getting my money’s worth.”

COMMON OBJECTIONS:• “I have other options around me

to eat at”• “I want to eat with my friends,

and I don’t know if they would be on board with Chipotle”

• “I only have so much to spend”

Cory the College StudentMARKETING MESSAGING:• Delicious Mexican food at a

delicious price!ELEVATOR PITCH:• We provide quality, healthy

Mexican food fast in an upbeat atmosphere at a price college students can afford! Delicious, fast and fun!