Chipotle Buyer Persona Profile - Colleen College-Student

2. Say Hello to Colleen College-Student!
Chipotle Buyer Persona Profile

3. Colleen College-Student
Background:
• Sophomore at College University
• Works part-time in her college’s housing
department
• She is an Engineering major
• She plays on two intramural sports teams
Demographics:
• 20 years old
• Female
• Makes >$1000 a month
• Lives in a suburban city
• She is the oldest of three children
Identifiers:
• Unruffled demeanor
• Very personable and easy to talk to
• Always has her phone in hand
• Very busy, so she is constantly in a hurry

4. Colleen College-Student
Goals:
• To graduate college on time
• Be as financially dependent from
her parents as she can
• To stay healthy and active while
in college
Challenges:
• Balancing her challenging school
load with her extracurricular
• Finding enough time in the day
for everything
How we help:
• Offer affordable food that is quick
and healthy

5. Colleen College-Student
Real Quotes:
• “I really enjoy my major and
playing on intramural teams but
it is hard to find a balance—
especially with my job.”
• “I’m always really busy so I
never have time to cook food for
myself.”
• “I love to stay fit so eating food
that is fresh and healthy is
important to me.”

6. Colleen College-Student
Common Objections:
• I’m worried about spending too
much money on food.
• I don’t like eating fast food
because it isn’t healthy.
• I don’t have a lot of time to wait
for my food.

7. Colleen College-Student
Social Messaging:
• Twitter and Instagram would be
the best networks to connect
with Colleen because she is
always on her phone and trying
to keep up with the world around
her.
• Twitter example: Send a tweet
out that said: “Need a study
break? Come over to Chipotle
and enjoy 10% when you show
your student ID!”
• Instagram example: Post a
picture of a celebrity athlete
eating Chipotle and endorsing
it’s healthiness.

8. Colleen College-Student
Marketing Message:
• Chipotle is a healthy, fast food
alternative.
Elevator Pitch:
• Chipotle is a very affordable,
fast-food restaurant that uses
fresh and healthy ingredients
while offering a wide variety of
options.