Slideshow about possible buyer personas for Chipotle! Made as practice from Social Media course PUR4932 at the University of Florida.

1. Chipotle
Buyer Persona
Overview
February, 2015

2. Busy-Burrito-loving-Becky
BACKGROUND:
• First year student (freshman) at the
University of Florida
• Works part-time in the University of Florida
bookstore; her first job
• Single, enjoys physical activity such as yoga
and running, stays involved in campus life
through sorority and student government
membership.
DEMOGRAPHICS:
• Female
• Age range: 18-20
• Income: mainly dependent on parents and
scholarships, independently earns $120/week
• Suburban
IDENTIFIERS:
• Anxious
• Has little time to relax
• Fears losing scholarships due to poor grades
• Takes pride in every task she accomplishes

3. Busy-Burrito-loving-Becky
GOALS:
• Earn good grades, prepare for
professional career
• Maintain a healthy life in college, eat
healthy foods, plan time for exercise
CHALLENGES:
• Managing time between a part-time job,
full-time education, exercise, and extra-
curricular involvements
• Eating healthy often means cooking at
home (which takes up time she does not
have) and using fresh food (the most
expensive kind)
HOW WE HELP:
• Provide fresh and low-caloric food in a
timely manner for a reasonable cost
• Eliminates time spent on shopping and
cooking

4. Busy-Burrito-loving-Becky
REAL QUOTES:
• “Transitioning from high school to
college was a shock. For the first
time, I have to balance in a job,
grocery shopping, and cooking,
whereas in high school, I only
worried about education and extra
curricular activities.”
• “Some days I’m so busy I can’t
even find time to eat!”
• “Eating healthy in college is a
challenge, it’s hard to find time to
shop and cook, and when I do,
fresh produce is so expensive.
Fast-food is cheap and fast, but is
usually so unhealthy!”
COMMON OBJECTIONS:
• Although it seems fast enough to
fit into my schedule, is it cost and
health effective to eat-out more
than cooking at home?

5. Busy-Burrito-loving-Becky
MARKETING MESSAGING:
• Healthy, Fresh, Affordable, Fast Food
SOCIAL MEDIA MESSAGING:
• Favorite Social Media: Facebook
• Possible posts: Status updates regarding deals and specials, menu quizzes:
“which chipotle meal best describes you?”, uploaded pictures of fresh
ingredients and meals
ELEVATOR PITCH:
• We offer fresh ingredients at an affordable price and give the unique option
to create your own recipe, thus creating an experience similar to cooking at
home, but in half the time!