This document profiles Danielle, a 20-year-old female student at Northwestern University who loves eating at Chipotle. It provides background on Danielle, including her goals of becoming a director while staying healthy in college. The document discusses how Chipotle helps customers like Danielle by offering custom, affordable, and healthy fast food options. It also includes quotes from Danielle about choosing Chipotle over unhealthier alternatives and how marketing can reach busy college students like her through social media platforms like Facebook and Twitter.

1. Chomping on ChipotleChomping on Chipotle
Fall 2015Fall 2015

2. Meet Determined DanielleMeet Determined Danielle
Danielle loves eating at ChipotleDanielle loves eating at Chipotle

3. Determined DanielleDetermined Danielle
BACKGROUND:BACKGROUND:
•Full-time studentFull-time student
•Pursuing Bachelor’s Degree at Northwestern UniversityPursuing Bachelor’s Degree at Northwestern University
•Likes hanging out with friends, kittens, and travelingLikes hanging out with friends, kittens, and traveling
DEMOGRAPHICS:DEMOGRAPHICS:
•20 / Female20 / Female
•Makes >$20,000/yearMakes >$20,000/year
•Lives just outside of a major cityLives just outside of a major city
IDENTIFIERS:IDENTIFIERS:
•Very busyVery busy
•Active student on college campusActive student on college campus
•Familiar with many types of social media: Facebook,Familiar with many types of social media: Facebook,
Twitter, InstagramTwitter, Instagram

4. Determined DanielleDetermined Danielle
GOALS:GOALS:
•Aspiring directorAspiring director
•Get the most out of college whileGet the most out of college while
staying healthy and fitstaying healthy and fit
CHALLENGES:CHALLENGES:
•Graduate without major debtGraduate without major debt
•Making connections to advanceMaking connections to advance
in the desired fieldin the desired field
HOW WE HELP:HOW WE HELP:
•Offer custom services not typically found at other fast-food restaurantsOffer custom services not typically found at other fast-food restaurants
•Offer affordable and healthy food to the publicOffer affordable and healthy food to the public

5. Determined DanielleDetermined Danielle
REAL QUOTES:REAL QUOTES:
““There have been so manyThere have been so many
times where I ran out withouttimes where I ran out without
lunch but didn’t want to turn tolunch but didn’t want to turn to
unhealthy alternatives, such asunhealthy alternatives, such as
McDonalds. I want somethingMcDonalds. I want something
fast, easy and filling that is alsofast, easy and filling that is also
on the healthier-side of things.”on the healthier-side of things.”
COMMON OBJECTIONS:COMMON OBJECTIONS:
•Is ChipotleIs Chipotle reallyreally healthy?healthy?
•Lines at Chipotle are alwaysLines at Chipotle are always
very long, especially in collegevery long, especially in college
townstowns

6. Determined DanielleDetermined Danielle
ELEVATOR PITCH:ELEVATOR PITCH:
Whether you’re orderingWhether you’re ordering
online or stopping by aonline or stopping by a
local franchise, Chipotlelocal franchise, Chipotle
will always provide youwill always provide you
with a fast, fresh, andwith a fast, fresh, and
delicious meal!delicious meal!
MARKETING MESAGING:MARKETING MESAGING:
Quick, fresh, and affordable foodQuick, fresh, and affordable food

7. Social Media Messaging Examples:Social Media Messaging Examples:
Determined Danielle is constantly using her iPhone. She uses her phone to check herDetermined Danielle is constantly using her iPhone. She uses her phone to check her
social media accounts multiple times throughout the day, so the best way to reach hersocial media accounts multiple times throughout the day, so the best way to reach her
would be through Facebook or Twitter. Keeping the messages short and sweet would bewould be through Facebook or Twitter. Keeping the messages short and sweet would be
the best way to capture Danielle’s attention.the best way to capture Danielle’s attention.

8. Determined DanielleDetermined Danielle
Twitter:Twitter:
““Head to your local ChipotleHead to your local Chipotle
to get free guac and chipsto get free guac and chips
with any purchase today!”with any purchase today!”
Facebook:Facebook:
Create a flyer promoting theCreate a flyer promoting the
company offering orcompany offering or
promoting something (e.g.,promoting something (e.g.,
deals, discounts, BOGO,deals, discounts, BOGO,
seasonal items).seasonal items).