Alex is a full-time college student who works part-time at a grocery store. He has little time to cook and the nearest fast food is 13 miles away, so his goal is to find quick, easy, and healthy meals. Chipotle plans to build a location 5 miles from Alex's school and job to provide affordable options that satisfy busy college students like Alex who have limited time and resources.

1. Chipotle
February 2015

2. Alex the Hard-working
College Student
Background:
Alex is a full-time student at a university, he also works part time at his local grocery
store. Although he works at a grocery store, the poor guy can not cook to save his
life. Alex lives with two other roommates who are in the same situation as him.
 Alex is a junior at the University of Florida studying pharmacy.
Demographics:
Male
18-23
Suburban
Identifiers:
Reading about health

3. Alex the Hard-working
College Student
Goals:
Alex’s goal is to be able to eat something quick, easy, fast and healthy.
Alex also wants a place he can go to that is affordable.
Challenges:
Alex has no car.
Nearest fast food place is about 13 miles away.
How we help:
Plan to build a Chipotle about 5 miles away from pharmacies or places
where college students go to the most.
Provide affordable menu items that will satisfy both the company and our
clients.

4. Alex the Hard-working
College Student
Real Quotes:
“I barely have time to sleep. I wake up at 7 a.m. for
school and at 4 I’m at work until 12 a.m to then get
home and do homework. I don’t have much time to
cook either. There aren’t many local fast food
restaurants near my job so it is hard.
Common Objections:
Price
Trust
Timing

5. Alex the Hard-working
College Student
Marketing Messaging:
Chipotle is working on having as many restaurants that are
located in convenient places near universities for those
college students who don’t or can’t cook. Prices will also be
adjusted so it is affordable for everyone.
Elevator Pitch:
Chipotle will provide fresh food quickly and efficiently for
those who don’t favor cooking or just unable to. With a
menu full of variety we have included the calorie count to
all of the items that are incorporated in each meal.
Chipotle is for everyone but we understand the struggle for
those busy college students.

6. Alex the Hard-working
College Student
Social Networks:
Facebook, Twitter and Instagram
Social Messaging:
Facebook and Twitter post: Hungry for a chicken burrito?
Maybe a steak or even pork burrito? Or something simple
like a chicken rice bowl? #Chipotle #Whatdoyouwant?
Instagram post: Pictures of burritos or of upcoming sales
can be posted on Instagram.

7. Alex the Hard-working
College Student
Social Networks:
Facebook, Twitter and Instagram
Social Messaging:
Facebook and Twitter post: Hungry for a chicken burrito?
Maybe a steak or even pork burrito? Or something simple
like a chicken rice bowl? #Chipotle #Whatdoyouwant?
Instagram post: Pictures of burritos or of upcoming sales
can be posted on Instagram.