UF PUR4932: Audience Persona Profile Building Project 1

1. Chipotle
Buyer Persona Overview
October, 2015

2. Chipotle
BACKGROUND:
• Founded by Steve Ells
• Opened first restaurant in Denver,
Colorado in 1993
• Used an $85,000 loan from his father
DEMOGRAPHICS:
• Serves wide range of people
• Vegetarians, Meat lovers, People who
like spice
• Revenue of about $3.21 billion (2013)
• 1,800 locations (2015)
• 45,2000 employees (2013)
IDENTIFIERS:
• Mexican Grill
• Fast Food
• Food with Integrity

3. Chipotle
GOALS:
• Want to show that food served quickly
doesn’t have to mean “fast-food”
• Use high-quality ingredients, unique
interior design to have fine dining
meet quick-service
CHALLENGES:
• Staying successful in an always-
growing food culture
• Serving better produced ingredients
than other fast-food competitors
HOW WE HELP:
• Remain loyal to original word of
serving food made of food
• Stick to serving what they started
with

4. Chipotle
REAL QUOTES:
• “We know what it takes to make
good food and that is good food
itself”
• “We work to get better every
day, we learn what works best
and what doesn’t”
• “We know we are doing our job
when we see people smiling as
they eat freshly prepared food”
COMMON OBJECTIONS:
• We don’t want our product to
get old
• We want to always represent
fresh and healthy ingredients
• We want to deliver our product
quickly and efficiently

5. Chipotle
MARKETING MESSAGING:
• Facebook page, Instagram
location, Twitter hashtags,
LinkedIn profile, Snapchat
geotag
ELEVATOR PITCH:
• We give you a restaurant
that operates as quickly as
a fast-food restaurant but
offers a unique dining
experience and quality-
grown ingredients.