Bobby Burrito is a senior computer science major who is very active on campus and doesn't have much time to cook. He cares about maintaining a healthy lifestyle through working out and eating clean. He is male, between 18-24 years old, and doesn't currently work. His goals are to finish his senior year with a job lined up while maintaining his healthy lifestyle as easily as possible. The document discusses how the restaurant helps Bobby by not using GMOs, allowing online ordering to reduce wait times, and having affordable $7-9 meal prices.

1. BUYER PERSONA
OCTOBER, 2015

2. BOBBY BURRITO
BACKGROUND
-Bobby is a senior Computer Science major. He’s very active and
involved on campus,and doesn’t have much time to cook. He
cares about a healthy lifestyle and tries to work out and eat
clean as much as possible.
DEMOGRAPHIC
- Male
- 18-24
- Doesn’t work
- College town
IDENTIFIERS
- Super friendly (makes friends with people in line)
- Driven, hard worker
- Healthy living

3. BOBBY BURRITO
GOALS
- Finish his senior year with a job lined up
- Maintain healthy lifestyle as easy as possible
CHALLENGES
- Avoiding unhealthy choices
- Avoid splurging while still getting parents’ help
HOW WE HELP
- “G-M-Over It”- In 2013, we were the first national chain food
to get rid of GMOs in our food. We only source our veggies from
farms, not factories, to provide the freshest and healthiest options
to our customers.
- You can order ahead with our app, leaving you with virtually no
wait time.
- The average cost of a meal is $7-$9

4. BOBBY BURRITO
QUOTES
- “Having a location so close to campus makes it that much easier
to eat fresh and healthy.”
- “I’m staying up late to study for an exam, so I‘m going to treat
myself with quac.”
COMMON OBJECTIVES
- If I’m under THAT much of a time crunch, there are other faster
options. Sometimes the line is out the door!
- Since I’m not currently working, there are other options that
are much cheaper, even if they’re not as healthy.

5. BOBBY BURRITO
MARKETING MESSAGE
- Quick, healthy, and affordable food
ELEVATOR PITCH
- When we say “Food With Integrity,” we mean it. We want to
serve you the freshest, most wholesome food, without
compromise. With ordering online or with the app, there will
be virtually no wait time, making it the fastest and best
decision you’ll make all day.

6. BOBBY BURRITO
SOCIAL MEDIA
- To keep up with it’s fun and eccentric branding, the voice
of the social media accounts will be sassy and humorous.
We feel that most of our custormers are using Twitter and
Instagram, so that’s where we will be the most active. We
will also keep up with current trending hashtags to stay
relavent to our audience.
EXAMPLES
- #TwinningTuesdays- They could have Buy One, Get One 50%
off identical meals from 2-4PM
- “Chipotle and Chill”
- On National Taco Day- “Why isn’t today a national holiday?”
- Hold a contest through Instagram where you doodle on blank
cups that will be given out. The best doodler’s win a free meal.