Mock-up of a Chipotle buyer persona – Fresh Food Felipe.

1. Chipotle
Mexican
Grill
Buyer
Persona
Overview
Feb.
‘15

2. Fresh Food Felipe
BACKGROUND:
• Felipe is always on the go. Whether he
is meeting with friends or on his way to
the library, he finds himself perpetually
busy.
• Student
• Hispanic-American that enjoys playing
soccer and is a business student.
DEMOGRAPHICS:
• Male
• 18-25
• On his parents’ budget; about $12,000
annually. Tuition not included.
• Urban
IDENTIFIERS:
• Health, budget, money, friends,
instant, real-time, entrepreneurship
• Is constantly hungry and eats a lot,
but also tries to eat healthily.

3. Fresh Food Felipe
GOALS:
• His primary goal is to graduate and
start his own software business.
• He wants to lead a fun, but healthy
life in college and create a network of
good relationships.
CHALLENGES:
• The economy is subpar.
• He has little start-up money.
HOW WE HELP:
• We provide a healthy, filling meal on
the go.
• Our food is affordable, yet the
healthiest fast option.

4. Fresh Food Felipe
REAL QUOTES:
• “I can’t tell you how many times
I leave lunch plans out of my
daily schedule. I end up needing
something fast, that won’t make
me feel bad after I gorge it
down.”
COMMON OBJECTIONS:
• The Chipotle line is
exceptionally long in his college
town.
• Chipotle options don’t vary
much; he’s not often in the
mood for Chipotle.

5. MARKETING MESSAGING:
• We provide a real dining option – not
fast food – for a fast food price. Our
employees are trained to take and
make orders fast and we promise a
quick turn around time. Also, our
food is delicious!
ELEVATOR PITCH:
• Come by Chipotle for a healthy, quick
and tasty all-inclusive meal.
SOCIAL MESSAGING:
• Instagram and Reddit
• Post pictures of delicious Chipotle
food with funny/witty captions.
Include promotions and other
Chipotle-themed photos.
• Start a conversation on Reddit about
what preferred meals during sporting
events; example: using Chipotle’s
catering option for a World Cup party.
Fresh Food Felipe