Buyer personality for a person that has a busy schedule, but wants to eat healthy.

1. Tatyana Hughes
Buyer Personality:
Chipotle

2. Chipotle
Busy Bee
Bethany
February , 2015

3. Busy Bee Bethany
BACKGROUND:
• Internal Medicine Doctor
• Her schedule is hectic; lunch breaks
are short
• Newly divorced with 1 child(5)
DEMOGRAPHICS:
• Female
• 30-45
• $80,000 annual income
• Urban
IDENTIFIERS:
• Impatient
• Can be spotted fidgeting or pacing
• Constantly looking at her watch

4. Persona Name
GOALS:
• Get through the line
and order quickly
• Know that what she is
eating is freshly prepared
CHALLENGES:
• Decision making
• Gets overwhelmed with choices
HOW WE HELP:
• Limit the choices. Make the menu
straightforward
• Let customers see the cooking station
• Let customers know where the produce
comes from.

5. Persona Name
REAL QUOTES:
• “ I want to be able to bite into my
food and know from the crisp
taste of my produce that the
items I am eating are fresh.”
• “I‘m always on the go and I need
my food to be made in
congruence with the pace of my
life.”
COMMON OBJECTIONS:
• I have a need to use my time as
efficiently as possible being a
single mother.
• With a fast pace life, I need to
stay healthy to keep up with my
child and my demanding career.

6. Persona Name
MARKETING MESSAGING:
• “Quick and easy; Fresh eating,
at Chipotle.”
Social Media:
• The social media that best fits
Bethany is Instagram because
she can scroll through pictures
and quick captions.
ELEVATOR PITCH:
• Have a visible board in the
restaurant saying what farms
the produce of the day are
from.
• Use bullet points and concise
wording when describing menu
items as a way to avoid
confusion.