Chipotle Buyer Persona Overview

February, 2015

Farm Grown Felicia

BACKGROUND:• Inspector for the Food and Drug

Administration• Veteran inspector for 10 plus years.

Focused on promoting and protecting your health.

• Married, one child (15). Likes gardening and cooking.

DEMOGRAPHICS:• Female• 33-45• HH Income: $80,000• Suburban

IDENTIFIERS:• Protective, cautious• Checks ingredients in all food family buys.

Farm Grown Felicia

GOALS:• Make sure the public is eating wholesome

food that doesn’t hurt animals or humans.• Feed her child good food with no

hormones.

CHALLENGES:• Hard to find food that isn’t expensive

that’s good for you.• Doesn’t have time to cook for her son all

the time.

HOW WE HELP:• Our animals are naturally raised from

farms that raise them without antibiotics, in a humane way and have no hormones injected.

• We get our food from local farmers, it’s inexpensive and young teens love it.

Farm Grown Felicia

REAL QUOTES:• “It’s really hard to find a fast food

restaurant that is good for my kid and has great quality food.”

• “I think home grown produce and meat eliminates many questionable handling issues and helps the quality of the food.”

COMMON OBJECTIONS:• As a food and drug inspector, I

have come across a lot of mishandled food, what makes yours different?

• Worried about family/ teen friendly environment of your restaurant.

Farm Grown Felicia

MARKETING MESSAGING:• Locally grown, wholesome,

inexpensive food for the whole family.

SOCIAL NETWORK:• Facebook best fits with her

because she is middle aged and can interact with her kids, colleagues and brands.

ELEVATOR PITCH:• We give you fresh, no

antibiotics or hormone injected food that is hip to your kid and delicious for you both.

Farm Grown Felicia

SOCIAL MEDIA MESSAGING:• Facebook Post“How they are treating these animals, that we later eat, is disgusting and inhumane! I know I’ll never let my kid eat at McDonalds!”

• After trying Chipotle“Finally found the quality of food I’ve been looking for. Chipotle is good to the environment and good to eat!