Chipotle Buyer Persona
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Transcript of Chipotle Buyer Persona
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Buyer Persona Overview
October, 2015
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Sarah the College Student
BACKGROUND:• College student at the University
of Florida• Part-time retail employee• Sorority member
DEMOGRAPHICS:• Female• 18-24• $5000/yr• Suburban
IDENTIFIERS:• Fast paced lifestyle• On the go
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Sarah the College Student
GOALS:• Be able to eat both cheaply and healthily • Be more conscious of making ethical food
choices
CHALLENGES:• To eat healthy and cheap you usually
have to eat at home• A quality meal usually takes time which a
busy college student doesn’t have
HOW WE HELP:• We offer quality food at a lower cost• We prepare quick meals with wholesome
ingredients to spend less time on food prep and more time on studies
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Sarah the College Student
QUOTES:• “Fast food is something that I try
to avoid but at the same time I don’t always have the time to cook at home, especially around classes.”
• “As a college student money is always tight and I try to spend the least amount of money while still eating well.”
COMMON OBJECTIONS:• The base meal is cheap but
adding on drinks and extras can add to the cost.
• The line is always so long in the restaurant.
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Sarah the College Student
MARKETING MESSAGING:• Chipotle is on the cutting edge of
the fast-casual food chain and offers eco-friendly Mexican cuisine at a budget friendly price. With a new online ordering system a filling and healthy meal is only a button away.
ELEVATOR PITCH:• Eat Chipotle, it’s food with integrity
that the whole family will love. Save money, eat better and spend your time doing the things you love.
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Sarah the College Student
SOCIAL MEDIA:• The best social media to reach this
buyer would be:• Twitter• Instagram
SOCIAL MESSAGING: • Life’s too short to wait in line.
Try our new online order system today. #LIMESnotLINES
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Sarah the College Student
SOCIAL MESSAGING:
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Sarah the College Student
SOCIAL MESSAGING:Chipotle, it’s never to early to #guacaboutit