Buyer Persona Overview

OCTOBER 2015

Ian the college student Background:

◦ Ian is a full-time college student with a part-time job, and is active through dancing.

◦ Asian-American that enjoys Hispanic food

Demographics:◦ Male◦ 18-25◦ Supports himself through a job that pays $12 an hour,

and scholarships◦ Urban

Identifiers:◦ Large amounts of food for cheap◦ Is slightly health conscious◦ Busy individual

Ian the college student Goals:

◦ Graduate and find a well-paying job.◦ Want to lead an engaging lifestyle ◦ Wants to be able to dance

Challenges:◦ Is a psychology major◦ Has little network connections

How we help:◦ Provide healthy, and filling meals for a

reasonable price◦ Guilty-free food

Ian the college student Real quotes:

◦ “Sometimes I just want to eat a lot of food and be full.”

◦ “Chipotle’s lines are always really long.”◦ “I want to try and eat healthy.”

Common objections:◦ The Chipotle line is always really long and peak

hours.◦ Doesn’t have time to leave work to go wait.

Ian the college student Marketing Messaging:

◦ We provide quality food at a fast food speed and a price to match. Our employees are trained in a specific way to make our lines flow smoothly to provide a quick turn around time. Additionally, we have an online ordering option.

Elevator Pitch:◦ Chipotle can provide your food as quick and easy

as you need.

Social Media Content•Facebook, Instagram, Twitter and Youtube would be best

•Primarily Facebook because that’s where most time is spent

•Sample Instagram post:• Image of a Chipotle burrito bowl• “All this and so much more for a quick and

easy price! #food #healthy #gains”

•Sample Facebook post:• Image of online ordering page• “Quick and easy, order online and come to

the front to pick it up! No waiting required.”