This document profiles the "Hungover College Kid Harry" persona, which represents male college students aged 18-22 from urban/suburban areas with an average parental income of $100,000. They balance studying, eating, partying and sleeping while trying to graduate with a job offer and have a great college experience. Chipotle helps by offering affordable, social meals to fuel their busy lives and cure hangovers. Marketing will target young adults on tight budgets through social media promoting Chipotle as convenient, affordable college fuel.

2. HUNGOVER
COLLEGE KID
HARRY
BACKGROUND:
• Student
• Living away from home for the first
time
• Spends time either studying, eating,
partying or sleeping
DEMOGRAPHICS:
• Male
• 18-22
• Parent’s Income (Avg $100,000)
• Urban/Suburban
IDENTIFIERS:
• Consumers, Millennials, Hungry,
Hardworking, Instant Gratification

3. HUNGOVER
COLLEGE KID
HARRY
GOALS:
• Graduate with a job offer
• Have a great college college
experience
CHALLENGES:
• Job market is getting very intense and
puts a lot of pressure on students
• With all this work to do, it is tough to
make the time to have a good time.
HOW WE HELP:
• Chipotle offers great food at affordable
prices
• Chipotle offers a social atmosphere for
friends to share meals together.

4. HUNGOVER
COLLEGE KID
HARRY
REAL QUOTES:
• “There is nothing better to get
me started in the morning
after a night of heavy drinking,
than a great chipotle burrito”
• “In between classes, I love
ordering chipotle on the app
and then grabbing on the run”
COMMON OBJECTIONS:
• The prices are going up!
• I like Moe’s better
• The lines are too long
• Wish they’d add some new
items

5. HUNGOVER
COLLEGE KID
HARRY
MARKETING MESSAGE:
• We will market to young
adults, particularly college
students eating on a
budget.
SOCIAL MEDIA MARKETING
MESSAGING:
• By utilizing Instagram and
Twitter, we will create
innovative message to
solidify our relationship
with young adults.
• “How were your classes
today? Grab a #burrito on
the way home! #hungry”
ELEVATOR PITCH:
• Chipotle offers the every
day college student great
and environmentally
conscious food at an
affordable price.