Slideshow for UFPUR4932

1. Chipotle
Buyer Persona Overview
October, 2015

2. “Straight A”
Alberta
BACKGROUND:
• University of Florida family, youth and
community science senior
• Finishing her final two semesters at UF
• Active outdoor lifestyle
DEMOGRAPHICS:
• Female
• 18-21
• Finances dependent on parental
assistance
• Urban
IDENTIFIERS:
• Outdoorsy, spontaneous, adventurous
• Takes trips, goes on spontaneous
adventures, is loyal to brands she’s
passionate about

3. “Straight A”
Alberta
GOALS:
• Get a job after graduation
• Invest in relationships and maintain
social identity with clubs and groups
she’s involved with
CHALLENGES:
• Competition for available jobs
• Time management
HOW WE HELP:
• Providing comfort food for
hardworking college students
• Providing relatively healthy, high-
quality food at a price college
students can afford.

4. “Straight A”
Alberta
REAL QUOTES:
• “I love Chipotle because it’s a
healthy meal that always leaves
me feeling satisfied.”
• “Although Chipotle is more
expensive, I don’t mind paying
more for better quality.”
• “I wish the steak wasn’t extra
expensive.”
COMMON OBJECTIONS:
• I’m worried that I’m eating out
too much
• I don’t think it’s healthy for me
to eat so much Chipotle

5. “Straight A”
Alberta
MARKETING MESSAGING:
• Good food at an affordable
price
ELEVATOR PITCH:
• We provide quick, delicious
food that provides
nutrients and comfort, and
is affordable to all
members of the
community.
SOCIAL PLATFORMS:
- Twitter
- Facebook
- Snapchat