College student Morgan speaks about food and convenience

2. BACKGROUND
• FULL-TIME STUDENT, SENIOR PSYCHOLOGY MAJOR
• LIVES IN GAINESVILLE, FL, NEAR THE UNIVERSITY OF FLORIDA
• FAVORITE RESTAURANT, CHIPOTLE, SERVES “FOOD WITH INTEGRITY”
• USES NON-GMO, FRESH INGREDIENTS
• FAST-CASUAL DINING

3. DEMOGRAPHIC
• FEMALE
• 21 YEARS OLD
• MIDDLE CLASS, FULL-TIME COLLEGE STUDENT
• WELL-EDUCATED
• SUBURBAN

4. IDENTIFIERS
• CALM IN CONVERSATION
• BUSY WITH CLASSES, WORK, VOLUNTEERING AND RESEARCH
• ON A COLLEGE STUDENT BUDGET
• EXTREMELY OPEN-MINDED TO OTHER CULTURES AND PERSONALITIES

5. GOALS
• PRIMARY: TO GET FOOD FAST AND CONVENIENTLY BETWEEN CLASSES
• SECONDARY: TO ENJOY DELICIOUS FOOD THAT IS AFFORDABLE

6. CHALLENGES
• PRIMARY: HEALTHY FOOD IS EXPENSIVE
• SECONDARY: GROCERY STORES ARE NOT WITHIN WALKING DISTANCE

7. HOW CHIPOTLE HELPS
• PROVIDES LARGE SERVINGS OF FOOD AT AN AFFORDABLE PRICE
• PROVIDES FOOD TO STUDENTS WITHIN WALKING DISTANCE OF CAMPUS

8. MORGAN SPEAKS
• “CHIPOTLE IS SO CONVENIENT FOR A STUDENT LIKE MYSELF WITH A
PACKED SCHEDULE OF CLASSES, WORK, VOLUNTEERING AND
RESEARCH.”
• “I LOVE THE BURRITO BOWLS. YOU GET SO MUCH TASTY FOOD FOR
LESS THAN $8!”

9. COMMON OBJECTIONS
• CHIPOTLE CAN GET REALLY CROWDED DURING LUNCH HOURS, AND I
HATE WAITING
• EATING IT EVERYDAY CAN REALLY ADD UP. IT’S DEFINITELY NOT AS
CHEAP AS FAST FOOD OR COOKING FOR MYSELF.

10. SOCIAL MEDIA MARKETING MESSAGING
• TWITTER
• “IN A RUSH BETWEEN CLASSES? NO WORRIES, ORDER YOUR CHIPOTLE
ONLINE THROUGH OUR APP AND PICK IT UP ON YOUR OWN TIME. NO
WAIT, NO STRESS.”
• “BOGO BURRITO BOWLS WHEN YOU SHOW A VALID STUDENT ID DURING
FINALS WEEK.”