Chipotle targets college students.

1. CHIPOTLE:
COLE THE COLLEGE KID
OCTOBER, 2015

2. BACKGROUND:
• Cole goes to the University of Florida.
• Cole is an accounting major and is currently
interning at a small accounting firm in
Gainesville.
• On his spare time, Cole likes to play with his
dog and play soccer.
• He is a first generation college student.
DEMOGRAPHICS:
• Male
• Age: 17-23
• Single
• Parents income is $90,000 a year. For food
and spending money they give him $600 a
month.
IDENTIFIERS:
• First generation college student, accounting
major, unpaid internship.
COLE THE COLLEGE KID

3. GOALS:
• Spend a lot of time studying to pass
my classes
• Stay on a budget
CHALLENGES:
• Cooking three meals a day
• Spending too much money on food
HOW WE HELP:
• Chipotle is a fast food casual
restaurant, so it saves you time from
having to cook.
• All of Chipotle is fresh food without
artificial fillers for a low price.
COLE THE COLLEGE KID

4. REAL QUOTES:
• “I love being on the computer
and social media.”
• “My days are scheduled around
my studying and internship, so I
don’t always have a lot of time.”
• “When I graduate I’ll be working
at one of the big four
Accounting firms.”
COMMON OBJECTIONS:
• Long line takes too long
• Money is tight
• It takes a lot for me to get full
COLE THE COLLEGE KID

5. Instagram
MARKETING MESSAGING:
COLE THE COLLEGE KID
Instagram
Our bowls are made with
fresh ingredients and have
big portions

6. ELEVATOR PITCH:
Chipotle offers you fresh
food without artificial
flavors or fillers that is
served in a service line
for a quick service and
customizable dishes all
for a low price.
COLE THE COLLEGE KID