Buyer PersonaFebruary, 2015

Meet Freddy the Frat Guy.

Freddy the Frat GuyBACKGROUND:• Fourth year college student, 21 years old• Earning a B. S. Business Administration• President of his fraternity, Alpha Alpha Alpha• With class, involvement, and intramural sports,

he is always on the go and in a rush• In his spare time, he enjoys watching the Gators

play ball on the big screen while sipping on cheap beer

DEMOGRAPHICS:• Male• 18-24• Student with no income; racking up debt from

student loans• From an urban city but currently living in a college

town

IDENTIFIERS:• Social• Busy, living life at a fast pace

Freddy the Frat GuyGOALS:• Save the little money he has while he completes

undergrad, then attend graduate school for a year• Get hired by a big company straight out of college,

preferably with a starting salary of over $50,000• Stay in good shape and eat healthier because

Spring Break is just around the corner and he wants to look fit in Key West for the ladies

CHALLENGES:• His friends often peer pressure him to go out to the

bars so he does not have much money to spend on food

• It is hard to eat healthy and stay fit while constantly surrounded by unhealthy frat food, but healthy food is pricey

• He doesn’t have much time to make the healthy choices; it’s quicker and easier to get fast food

HOW WE HELP:• Chipotle has fresh, healthy ingredients for even the

smallest budget• Save time by ordering online or on our app

Freddy the Frat Guy

REAL QUOTES:• “My bros and I are going to the

Keys for Spring Break so I’ve been trying to be healthier and eat right, I just can’t always afford to.”

• “I’m always rushing from class to meetings to the gym, so I don’t have time to wait in a never-ending line at Chipotle.”

COMMON OBJECTIONS:• Sometimes the Chipotle line is out

the door and he doesn’t have the time to wait for it.

• Other fast food restaurants are cheaper, even if they’re not as healthy.

Freddy the Frat GuyMARKETING MESSAGING:• Affordable, fresh, and

delicious food in a matter of minutes

ELEVATOR PITCH:• Chipotle offers fresh,

healthy foods that you can afford without feeling guilty. Order online or on our Smartphone app to save time!

SOCIAL MESSAGING:• Most active on Instagram

and Twitter (i.e., a photo of a Chipotle burrito with the caption “Post-gym noms #chipotle #neverendingline”)