This document profiles the buyer persona "Addicted Antonio", a young professional who works in the entertainment industry. He is looking for healthy, compact meals that can be eaten quickly at his desk to minimize time away from work. While there are many unhealthy fast food options, most restaurants have long wait times. Chipotle aims to provide wholesome meals and custom service faster than typical fast food chains so Antonio can get in and out efficiently with exactly what he wants. Social media with short, visual messages would be best to communicate deals and discounts to Antonio given his busy schedule.

1. CHIPOTLE
BUYER PERSONA
OVERVIEW
February, 2015

2. ADDICTED ANTONIO
BACKGROUND:
• Young Professional
• Works in fast-paced
entertainment industry
• Recently graduated from
college
• Full-time entry level
employee
• Lives with parents
DEMOGRAPHICS:
• Male
• 19-24
• HH Income: >$60,000
• Personal Income: <$15,000
• Urban
IDENTIFIERS:
• Multitasker
• Social
• Efficient

3. ADDICTED ANTONIO
GOALS:
• To get a healthy, compact meal that can be eaten at
his desk
• To take as little time as possible away from the job
CHALLENGES:
• Too many unhealthy alternatives in the area
• Long wait times at most restaurants serving lunch
HOW WE HELP:
• We offer wholesome meals and custom service not
usually found in fast-food chains
• Our employees work quickly with your guidance to
provide exactly what you want in whatever time limit
you provide.

4. ADDICTED ANTONIO
REAL QUOTES:
• “Maria recognized me when I came in today and gave
me lunch on the house with an additional ‘BOGO’
coupon. I’m going to write that woman a letter!”
• “They’re nice people who make consistent food, how
does it get any better than that?”
• “The line today was a little long, but worth it, as
always.”
COMMON OBJECTIONS:
• The length of the line might keep me away from the
office for too long
• The volume inside the restaurant means I have to
keep repeating myself and shouting my order to be
heard

5. ADDICTED ANTONIO
MARKETING MESSAGING:
• Express service with a unique flair
ELEVATOR PITCH:
• We will always work with you to
create a wholesome and unique
dining experience to fit your tight
schedule!

6. ADDICTED ANTONIO
SOCIAL MEDIA MESSAGING EXAMPLES
• Facebook and Twitter would be the best ways
to get Antonio’s attention as the messages
are short, concise, and delivered directly to
his personal phone.
• Visual is key: with so much on his plate,
Antonio is more likely to take a second to
view a photo vs read through a lengthy post
• Samples
• Tweet: Earn a BOGO coupon when purchasing any meal
today!
• Come and get us before the lunch rush, save yourself
some time! (with a picture of the “empty” restaurant)
• A flyer-type facebook post promoting a deal, discount,
or new special menu item