Callie is a 20-year-old college student who is busy with her studies and extracurricular activities. She wants to graduate quickly to attend law school but needs to save money. As a student with a limited budget, she finds it difficult to eat healthy and balanced meals. Chipotle could help by providing fresh, affordable ingredients and making the ordering process more convenient through online ordering.

1. Chipotle Buyer Persona
Meet: Callie the College Student
10/11/15

2. Callie the College Student
• Background
– Third year college student, 20 years old.
– Earning Bachelor’s degree in marketing
with a minor in communications.
– Treasurer of her sorority
– Involved in different organizations on
campus
• Demographics
– Female
– 18-24
– No income, parents give her $350 in
allowance per month
– From urban city, living in college town
• Identifiers
– Busy with her studies
– Very social

3. Callie the College Student
• Goals
– Graduate as soon as possible and attend law
school
– Save as much money as possible to pay for
law school
– Eat healthy and exercise
• Challenges
– Doesn't’t usually have time to cook meals at
home
– Healthy ingredients cause too much money
– Friends pressure her to go out and spend
money at fancy restaurants and bars
• How we help
– Provide fresh ingredients for a good price
– Put systems in place to make going to
Chipotle an expedited experience, such as
ordering online.

4. Callie the College Student
• Real quotes
– “Chipotle is conveniently located
near the business school, but
sometime the line is too long to eat
in between classes.”
– “The end of the month is
approaching so I literally only have
$20 to spend on food this week.”
– “Guac shouldn’t be extra.”
• Common objections
– Sometimes the line is too long and
there isn’t enough time to wait
– There are cheaper alternatives like
McDonalds or Taco Bell.

5. Callie the College Student
• Marketing messaging
– Healthy fast food that is cheap and
made from fresh ingredients
• Elevator pitch
– If you’re in the mood for something
fast, quick, healthy and delicious stop
by any of Chipotle’s locations and to
enjoy some quality Mexican food.
• Social messaging
– Twitter: Post photos of food, use the
#chipotleuniversity for give-aways for
college students
– Facebook: Post about new locations
and upcoming promotions. Post
pictures of food and promote app and
online ordering.