A persona for Chipotle - Project 1 for PUR4932 class at UF by Maryann Rodriguez.

2. Background:
• Paralegal for civil defense firm
• Recently moved to the city after graduation
• Single, no kids
Demographics:
• Skews female
• 27-34
• $50,000/year
• Urban
#NewYearNewMe Natalie
Identifiers:
• Outgoing, extroverted,
curious
• Always on social media
during breaks
• Loves to set short-term goals

3. Goals:
• Eat healthier especially when out and about in the
city
• Support fresh food and local markets
Challenges:
• Junk food is cheap and omnipresent
• Office offers free food at break rooms
How we help:
• Provide fresh and healthy food that tastes as good as
it looks
• Help integrate into our culture on social media to
maintain a positive connection with our food
#NewYearNewMe Natalie

4. Real quotes:
• “I would totally eat more organic and fresh food if
more restaurants had it.”
• “I absolutely love Mexican style cuisine, it’s really
different from the usual.”
• “I’d rather shell out a couple more bucks if it
meant no more microwave lunches – blegh!”
Common objections:
• I don’t know if chipotle is actually healthy or just
claims to be like other fast food places.
#NewYearNewMe Natalie

5. #NewYearNewMe Natalie
Marketing messaging:
• Fresh, filling and flavorful food made for you.
Social Media messaging:
• Official Facebook Chipotle site
• Instagram posts of food
• Pinterest board of healthy, fresh, local food culture
Elevator pitch:
• Provide excellent care in crafting every customer’s
dish so they can fully experience the fresh, filling,
and flavorful cuisine we have.