Chipotle Persona slides!

1. Chipotle
October, 2015

2. Josh, the college kid
Background:
● Grew up in an upper-middle class family
● Values his health
● Looks for healthy food rather than junk
food
● Is willing to pay a little extra for quality
food
● Likes to exercise and makes it a part of
his daily routine
● (Notable that many people in this
category may be vegetarian)
Demographics:
● Male (Male or Female)
● Age: 21 Age range:18-26
● HH Income: $90,000
● Mostly Urban

3. Goals:
● Try to avoid unhealthy food.
● Seeks high protein foods to help his
exercise.
● Needs food that isn’t too expensive but
will fill him up.
● Eating organic, non-GMO foods is a plus
Challenges:
● Josh seeks guaranteed fresh foods, with
no artificial ingredients.
● Eating food not tainted with Growth
Hormones is important to Josh
● Needs a quick, convenient and not too
expensive meal option.
● Wants variety, not the same meal
everytime
Josh, the college kid

4. How we Help:
● Chipotle provides fresh ingredients,
without artificial flavors or fillers.
● Serves food with only non-GMO
ingredients
● Provides free-range meat products.
Happy livestock = Happy Eating.
● Is priced in a competitive fast-casual
manner. Not too cheap, not too
expensive.
● Many different menu options, including
vegetarian options.
● Fast-casual brings in a fast served meal,
can even order ahead to skip the line.
Josh, the college kid

5. Real Quotes:
● “When I’m hungry, sometimes I don’t want
to wait in a long line.”
● “Finding food that is promised to be GMO
free is hard to find.”
● “ I need some good fuel after a hard
workout.”
● “What’s the point of a workout if you eat
unhealthy food?”
● “Free range animals are tastier because
they were happier during their lives, I hate
the idea of eating an animal that was caged
its whole life.”
● “I need a place to eat that is close to my
college campus”
● “Chik-fila is a nice place to eat, but I’m
always hungry afterwards, wish I could eat
a meal that filled me up!”
Josh, the college kid

6. Common Objectives:
● Provide customers with a healthy, filling
meal that is GMO free and won’t cost you a
fortune.
● Provide a friendly, trendy, welcoming
atmosphere.
● Focus on the fresh ingredients.
● Provide a variety of options when it comes
to toppings, meats and being vegetarian
friendly.
Marketing Message:
● Proving customers with a wholesome food
experience. Healthy, fresh ingredients with
no GMOs. Having respect for our food and
knowing where it comes from.
Josh, the college kid

7. Social Messaging:
● I believe the best way Chipotle can reach
this persona is through Facebook.
● Chipotle has a lot of focus on their
ingredients and its purity.
● Facebook is the best social media
platform because it can combine visuals
(like pictures of their delicious burritos)
along with textual information (such as
where their ingredients come from,
boasting it’s healthiness, or explaining
how everything they serve is GMO free).
● A great example of a Facebook post
would be pictures of one of their all
natural ingredients such as their
tomatoes, and then a short explanation
of what farm that produce came from and
how there were no growth hormones
used when growing it.
Josh, the college kid