Social Media Project 1 by Kristina Florio

1. Chipotle
Buyer Persona Overview
October, 2016

2. Boisterous Bobby
BACKGROUND:
• Civil engineering student at
the University of Florida
• 4th year student; Expected
graduation: December 2016
• Engaged; enjoys football
DEMOGRAPHICS:
• Male
• Age 20-22
• HH Income: $3,000/yr
• Suburban
IDENTIFIERS:
• Enthusiastic, boisterous
personality
• Eager to engage the company
• Follows Chipotle on social
media platforms

3. GOALS:
• Get a job after graduation
• Excel in academics and enjoy
social activities with friends
CHALLENGES:
• Competition in the job
market
• Availability of internships
HOW WE HELP:
• Offer internships with new
Chipotle restaurants
• Provide opportunities for free
meals to financially
dependent college students
Boisterous Bobby

4. REAL QUOTES:
• “I love Chipotle because it’s
high-quality food at a price
that I can afford.”
• “It’s a quick, balanced meal
that I don’t have to make.”
• “It’s delicious and good
comfort food for when
academics get really
stressful.”
COMMON OBJECTIONS:
• I’m worried about spending
too much money on food.
• It’s more expensive than
fast food options.
Boisterous Bobby

5. MARKETING MESSAGING:
• Quality food at an
affordable price.
ELEVATOR PITCH:
• We serve high-quality food
with integrity that is and
available quickly and
affordable for all members
of the community.
Boisterous Bobby

6. SOCIAL MEDIA
CAMPAIGN:
• 10% off meals during
November for students
with a valid Student ID
that follow Chipotle on
Facebook and Instagram.
POSSIBLE TWEET:
• “Hey students, need a
discount on your favorite
meal? Follow us on FB &
Twitter for 10% off all
month long!”
Boisterous Bobby