The document describes a buyer persona for Johnny College, an 18-22 year old male journalism student who works part-time and participates in Greek life and intramural sports. He aims to graduate on time, get all his work done quickly, and stay fit while balancing school, work, extracurriculars and social life on a limited budget. Chipotle helps by providing affordable and nutritious meals conveniently located that he can order online to save time.

1. Buyer Persona Overview
October, 2015

2. Johnny College
BACKGROUND:
• Journalism Student
• Part-time Job
• Greek Life
• Intramural Sports
DEMOGRAPHICS:
• Male
• 18-22
• Annual Income less than 15k a year
• Urban
IDENTIFIERS:
• Big Personality
• Using Phone
• Coffee Cup/ Energy Drink

3. Johnny College
GOALS:
• Graduate on time and land a nice job.
• Get everything done this week as
soon as possible.
• Stay fit and healthy
CHALLENGES:
• Balancing school, work,
extracurricular activities, and social
life.
• Affording quality, healthy food.
HOW WE HELP:
• Chipotle provides affordable,
nutritious meals 11 hours a day.
• Conveniently located and can be
ordered online to eliminate wait time.

4. Johnny College
REAL QUOTES:
• “I like fresh food, but there are
so few places that you can
conveniently get it.”
• “My weekly budget isn’t very
big so I always have to think
before I buy.”
COMMON OBJECTIONS:
• I feel guilty after eating greasy,
fast-food.
• I don’t plan my meals out. I eat
what is nearby when I’m
hungry.
• I have to watch how much I
spend on food.

5. Johnny College
MARKETING MESSAGING:
• Convenient, nutritious,
affordable meals
ELEVATOR PITCH:
• Chipotle is a convenient
and nutritious place to eat
for someone on a budget.

6. Johnny College
SOCIAL MEDIA:
• Facebook and Twitter would be
the best places to reach Johnny
since he is often on his phone
searching for news stories.
EXAMPLES: