Chipotle Mexican Grill Project 1 #UFPUR4932

1. Chipotle Mexican Grill
Buyer Persona Overview
October 2015

2. • Company Background
– First location opened in 1993
– HQ in Denver, CO
– Mexican-themed fast-casual dining
– 1780+ Locations (as of 2014)
– 3rd Fastest-Growing Restaurant Chain - Forbes
• Demographics
– Male & Females age 18-34, Millennials
– Middle to Upper Middle Class
– Urban/Suburban appeal
• Identifiers
– “Food With Integrity”
– Sustainability
– Completely Custom Meals
– Fast-casual Food “without the typical fast food experience”

3. Buyer Persona
“Molly the Millennial”
• Consumer Facts
– Age 18-34
– Males and Females
– Middle/Upper Middle Class
– Suburban/Urban resident
– College Educated
– Looking for fast, quality food
– Looking for customizable meal

4. B2C: Marketing Chipotle to “Molly the
Millennial”
• Company Goals
– Continue growing at a fast pace
– Retain and further pursue eco-friendly and
sustainable practices/standards
• Challenges
– Keep food costs low
– Add new menu items to keep customer interest
– Sourcing ethically treated/raised product

5. B2C: Marketing Chipotle to “Molly the Millennial” (cont.)
• Marketing Goals Toward Target Demographic
– Raise customer awareness for ethically raised animals
– Raise customer awareness for Non-GMO produce
– Expand market into more rural areas

6. B2C: Marketing Chipotle to “Molly the Millennial”
(cont.)
• Marketing Strategies Toward Key Demographic
– Social Media Saavy
• Younger audience is heavily involved in social media. Facebook,
Twitter, and Instagram accounts are important
• Use of Hashtags and Enticing Visuals
• Special deals for followers, shares, reposts, etc.
– Word-Of-Mouth
• Chipotle already relies heavily on advertising, and it has worked very
well so far. In this case, it’s not broken, so we will not fix it.
– Reach out to lower-middle class customers
• We may not be as cheap as our fellow fast-food chains, but our
quality is worth the extra money.
• “You get what you pay for” mentality

7. Social Media Marketing
• Since the primary focus of Marketing will be social media, here are some
examples:
• Twitter:
“Is that your stomach growling? Why don’t you stop in for some #fresh guacamole?”
• Facebook:
(links and screenshots of the scarecrow game)
• Instagram:
“Life is Burritoful”