Buyer Persona for Chipotle Mexican Grill for PUR4392 with Lisa Buyer at the University of Florida

1. Buyer Persona
February, 2015
Meet Freddy
the Frat Guy.

2. Freddy the Frat Guy
BACKGROUND:
• Fourth year college student, 21 years old
• Earning a B. S. Business Administration
• President of his fraternity, Alpha Alpha Alpha
• With class, involvement, and intramural sports,
he is always on the go and in a rush
• In his spare time, he enjoys watching the Gators
play ball on the big screen while sipping on
cheap beer
DEMOGRAPHICS:
• Male
• 18-24
• Student with no income; racking up debt from
student loans
• From an urban city but currently living in a
college town
IDENTIFIERS:
• Social
• Busy, living life at a fast pace

3. Freddy the Frat Guy
GOALS:
• Save the little money he has while he completes
undergrad, then attend graduate school for a year
• Get hired by a big company straight out of college,
preferably with a starting salary of over $50,000
• Stay in good shape and eat healthier because
Spring Break is just around the corner and he
wants to look fit in Key West for the ladies
CHALLENGES:
• His friends often peer pressure him to go out to the
bars so he does not have much money to spend on
food
• It is hard to eat healthy and stay fit while constantly
surrounded by unhealthy frat food, but healthy food
is pricey
• He doesn’t have much time to make the healthy
choices; it’s quicker and easier to get fast food
HOW WE HELP:
• Chipotle has fresh, healthy ingredients for even the
smallest budget
• Save time by ordering online or on our app

4. Freddy the Frat Guy
REAL QUOTES:
• “My bros and I are going to the
Keys for Spring Break so I’ve been
trying to be healthier and eat right, I
just can’t always afford to.”
• “I’m always rushing from class to
meetings to the gym, so I don’t
have time to wait in a never-ending
line at Chipotle.”
COMMON OBJECTIONS:
• Sometimes the Chipotle line is out
the door and he doesn’t have the
time to wait for it.
• Other fast food restaurants are
cheaper, even if they’re not as
healthy.

5. Freddy the Frat Guy
MARKETING MESSAGING:
• Affordable, fresh, and
delicious food in a matter of
minutes
ELEVATOR PITCH:
• Chipotle offers fresh,
healthy foods that you can
afford without feeling guilty.
Order online or on our
Smartphone app to save
time!
SOCIAL MESSAGING:
• Most active on Instagram
and Twitter (i.e., a photo of
a Chipotle burrito with the
caption “Post-gym noms
#chipotle
#neverendingline”)