This document provides information about the buyer persona "Suzette the Student". Suzette is a junior in college who works retail and lives with roommates. She aims to pay rent on time and eat healthy food while saving money and finding inexpensive meal options. Chipotle aims to help Suzette by offering low-priced, healthier fast food options that come from local farms and are served fresh and fast. The best way for Chipotle to reach Suzette is through Twitter, where discounts and fresh, nutritious food options can be promoted.

1. Chipotle
Buyer Persona
Overview
February, 2015

2. Suzette the Student
BACKGROUND:
• Junior at University
• Working on a Bachelor's Degree
• Works in retail
• Lives with 3 roommates
DEMOGRAPHICS:
• Female
• 18-25
• $ 10,000 income
• Suburban
IDENTIFIERS:
• Fast-paced
• Uses cell phone for everything
• Always studying

3. Suzette the Student
GOALS:
• Pay rent on time
• Eat healthy foods
CHALLENGES:
• Saving money
• Finding inexpensive meals
HOW WE HELP:
• Offer meals that are low-priced
• Offer meals that are healthier

4. Suzette the Student
REAL QUOTES:
• “I can’t be spending too much
money on food.”
• “Fast-food is convenient, but it isn’t
good for you.”
• “I have to eat fast to make it to class
on time.”
COMMON OBJECTIONS:
• I’m worried that the food doesn’t
come from a good place.
• I don’t want to spend so much
money eating out so often.

5. Suzette the Student
MARKETING MESSAGING:
• Healthy, low-priced fast-
food
ELEVATOR PITCH:
• We offer reasonably
priced food that
comes from local
farms. The food is
served fresh and fast
for your convenience.

6. SOCIAL MESSAGING
• The best platform to use
to reach this persona is
Twitter because it is
usually accessed
through an app.
• It is also easy to quickly
check out news
Chipotle
Come check out our
#studentdiscounts! Show your
ID and save on the food you
love!
Chipotle
We serve only #fresh food. Check
out our nutrition facts!
http://www.chipotle.com/en-
US/menu/nutrition_calculator/nutri
tion_calculator.aspx