Chipotle-lover Chip embodies one target market for the brand Chipotle. He is a busy college male looking for healthy food on a budget.

1. Chipotle
Buyer Persona Overview, February 2015

2. Chipotle-lover Chip
• Background:
• Chip is a full-time college student
with a very busy schedule. He loves
to hit the gym and is health
conscious. However, he hates
cooking and would prefer to eat out.
• Demographics:
• Male
• Age: 18-24
• College town
• Minimum wage income
• Identifiers:
• Always on the go, always hungry
• On a budget
• Health-conscious

3. Chipotle-lover Chip
• Goals:
• Feed himself for a reasonable cost
• Eat a healthy yet quick meal
• Challenges:
• Avoiding unhealthy fast food
• Being able to afford healthy
alternatives
• How We Help:
• Chipotle offers healthy and
nutritious cuisine (uses organic,
high-quality ingredients)
• Virtually no wait time; Chipotle can
be preordered online
• Chipotle is affordable ($6-8)

4. Chipotle-lover Chip
• Real Quotes:
• “That McDonald’s cheeseburger
was such a bad idea last night. I
need to eat something way more
nutritious next time.”
• “I love the healthy food at Zoë’s
Kitchen, but I don’t have enough
time between classes to eat there.
I need to grab something on the
go.”
• Common Objections:
• I don’t have a lot of time or money
to waste on a healthy meal.
• If I eat poorly, it will ruin my
fitness.

5. Chipotle-lover Chip
• Marketing Message:
• Healthy, Quick, Affordable Food
• Elevator Pitch:
• Our mission is to serve you fresh,
organic food with a focus on
streamlined service and
affordability; it’s food with
integrity.
Chip approves!

6. Chipotle-lover Chip
• Social Media:
• Chip is primarily active on
Twitter and Instagram. He
occasionally checks Facebook.
• Examples:
• Chipotle could run a promotion
on Instagram asking customers
to get creative with pictures of
their burritos and share them
with the hashtag
#ChipotleBurritoChallenge.
The most creative users could
win a month of free Chipotle.
• Chipotle could utilize Twitter to
share funny content or
promotions that would interest
young males like Chip.

7. Chipotle-lover Chip
• Here are examples of pictures Chipotle could use for
Instagram:

8. Chipotle-lover Chip
• Here are some promotional tweets that may appeal to Chip:
• What’s manlier than a burrito? A burrito with chips & our famous
guac! Come in 2-4 p.m. + tweet a pic with your meal = free chips
and gauc!
• Your body needs protein after a hard workout. Come to Chipotle
in your gym clothes and get double meat for free! This week
only!