Chipotle buyers
-
Upload
anna-jackson -
Category
Marketing
-
view
28 -
download
0
Transcript of Chipotle buyers
Chipotle Buyer Persona
Overview
February, 2015
Busy-Burrito-loving-Becky BACKGROUND:
• First year student (freshman) at the University of Florida
• Works part-time in the University of Florida bookstore; her first job
• Single, enjoys physical activity such as yoga and running, stays involved in campus life through sorority and student government
membership.
DEMOGRAPHICS:
• Female
• Age range: 18-20
• Income: mainly dependent on parents and scholarships, independently earns $120/week
• Suburban
IDENTIFIERS:
• Anxious
• Has little time to relax
• Fears losing scholarships due to poor grades
• Takes pride in every task she accomplishes
Busy-Burrito-loving-Becky GOALS:
• Earn good grades, prepare for professional career
• Maintain a healthy life in college, eat healthy foods, plan time for exercise
CHALLENGES:
• Managing time between a part-time job, full-time education, exercise, and extra-
curricular involvements
• Eating healthy often means cooking at home (which takes up time she does not
have) and using fresh food (the most expensive kind)
HOW WE HELP:
• Provide fresh and low-caloric food in a timely manner for a reasonable cost
• Eliminates time spent on shopping and cooking
Busy-Burrito-loving-Becky REAL QUOTES:
• “Transitioning from high school to college was a shock. For the first time, I have to balance in a job, grocery shopping, and cooking,
whereas in high school, I only worried about education and extra curricular
activities.”
• “Some days I’m so busy I can’t even find time to eat!”
• “Eating healthy in college is a challenge, it’s hard to find time to
shop and cook, and when I do, fresh produce is so expensive. Fast-food is
cheap and fast, but is usually so unhealthy!”
COMMON OBJECTIONS:
• Although it seems fast enough to fit into my schedule, is it cost and health
effective to eat-out more than cooking at home?
Busy-Burrito-loving-Becky MARKETING MESSAGING:
• Healthy, Fresh, Affordable, Fast Food
SOCIAL MEDIA MESSAGING:
• Favorite Social Media: Facebook
• Possible posts: Status updates regarding deals and specials, menu quizzes: “which chipotle meal best describes you?”, uploaded pictures of fresh
ingredients and meals
ELEVATOR PITCH:
• We offer fresh ingredients at an affordable price and give the unique option to create your own recipe, thus creating an experience similar to cooking at
home, but in half the time!