Chris is a 19-year-old college student majoring in biology at the University of Florida with the goal of attending medical school. He wants to eat healthy despite his busy schedule but finds it challenging to balance school with social activities. Chipotle aims to help Chris by providing a quick, healthy, and personalized meal in an environment that allows him to relax and take a break from student stresses. Their messaging promotes Chipotle as a healthy option that supports Chris' goals.

1. Chipotle
Buyer Persona Overview
February 2015
@ChipLowePR | #UFPUR4932

2. Chris the College Student
BACKGROUND:
• Chris is a 19-year-old college freshman
• Attends the University of Florida and is a
Biology major, following a pre-med track
• Wants to eat healthy even with a busy school
schedule
DEMOGRAPHICS:
• Male and female
• Age 17-26 (College Undergrad)
• HH Income, including parents: $125,000
• Suburban
IDENTIFIERS:
• Budget and diet-minded
• Likes the Hispanic-influenced tastes of
Chipotle

3. Chris the College Student
GOALS:
• Do well in undergrad
• Make it to med school
CHALLENGES:
• Passing hard pre-med courses
• Balancing difficult courses with the desire to
have a social life
HOW WE HELP:
• Give him one less than to worry about:
eating healthy
• Create an environment where he can relax
and take a break from the stresses of
student life

4. Chris the College Student
REAL QUOTES:
• “My first semester was really tough
transitioning to college life and living
in a new city.”
• “A real worry of mine is making sure
I’m eating healthy and taking the
time out for my body so that it can be
successful with my mind.”
COMMON OBJECTIONS:
• It is not included in my campus meal
plan.
• I have to take the time to go off-
campus, which does pull me away
from my studies.

5. Chris the College Student
MARKETING MESSAGING:
• A healthy, quick and
personalized meal.
ELEVATOR PITCH:
• Chipotle lives its commitment
to provide food and a
restaurant with integrity by
bringing you the best
ingredients with respect for
animals, the environment and
the people involved in the
process.

6. Sample Social Media Posts
We know #collegelife is stressful. Give yourself one less
thing to stress about with a #ChipotleBurrito. It’s healthy and
you’ll be happy!

7. Sample Social Media Posts
We know how tough you have to work to the be the best, so
we tip our burrito bowls to you! #KeepUpTheGoodWork

8. Sample Social Media Posts
We know education is
important, and that’s why we
take the time to educate
people within our company
and outside Chipotle about
who we are and what we do.
#TEDTalks #TEDxManhattan