Chipolte Persona Profile

2. • BACKGROUND:
• Student at UF
• Member of BETA Fraternity, gym rat,
majoring in business
• Counts his calories
• DEMOGRAPHICS:
• College Male
• Age 18-24
• Dual HH Income: Less than $10,000
• Suburban
• IDENTIFIERS:
• Gym Junkie
• Million Dollar smile and figure
• Seems to be constantly on-the-go

3. • GOALS:
• Keep his body looking good
• Eating food that is good yet tasty
• CHALLENGES:
• Finding the time to succeed in
school, his social life, and the
gym
• Keeping his parents happy and
off his back
• HOW WE HELP:
• Provide a healthy and quick meal
• Offer a great price that keeps
him and his parents happy

4. • REAL QUOTES:
• “It’s been difficult finding the time to
eat something that I feel good putting
in my body that I can also afford.”
• “Between my homework and fraternity
I barely have time to even think about
what to put on in the morning.”
• “For the amount of time I spend at the
gym and trying to impress the ladies,
I’m not just going to eat something
because its cheap.”
• COMMON OBJECTIONS:
• I’m worried I’ll spend too much money
eating out that my parents will cut me
off.
• I don’t want to have to spend more
time working and working out just
because of what I am eating.

5. • MARKETING MESSAGING:
• A cheap, fast, and healthy place to
eat
• ELEVATOR PITCH:
• We give you a meal that is packed
with nutrition, taste, and value,
without breaking your bank. With
our multiple locations and
employees working to make your
experience a pleasant one, you will
be in and out in no time with a big
smile and feeling great.

6. “A great place to stop on your way back from the gym,”
“Enjoy the little things at a price that you can afford”