Sample buyer persona for Chipotle For UFPUR4932 Social Media Management

1. Chipotle Buyer Persona
For Chipotle Craving Carly
#PUR4932

2. Chipotle Craving Carly
 Background
 Fourth year college student at University of Florida
 Advertising major with outside concentration in business
 Loves to be active and go to the gym
 Demographics
 Female
 18-23
 Student with no income
 Lives in a college town
 Identifiers
 Social & Outgoing
 Always busy and on the move
 Health Conscious
 Big Instagram User

3. Chipotle Craving Carly
 Goals
 Find a balanced diet
 Stay on a budget
 Challenges
 Healthy food is often difficult to find in a college town
 Its hard to find a balanced diet when she is constantly
on the move and needs to get a quick meal
 How We Help
 Chipotle is well known for having fresh, organic
ingredients and healthy salad options
 Exemplify that Chipotle is affordable and a meal
under $10 is very doable
 Chipotle also is very quick and the lines move fast

4. Chipotle Craving Carly
 Real Quotes
 “Its hard to find time in college to sit
down for a healthy lunch.”
 “ I just finished at the gym and I
need a quick meal so that I can start
studying for my test tomorrow.”
 “ I need to find cheaper food options
so that I can have control over my
monthly budget.”
 Common Objectives
 I’m worried that quicker food options
means unhealthy food
 I’m finding it difficult to balance my
time at school

5. Chipotle Craving Carly
 Marketing Message
 Organic, Healthy, Affordable,
Tasty, Quick
 Elevator Pitch
 Are you a college student who
can’t find the perfect place to
eat? Chipotle offers a quick
and tasty meal option that has
all types of healthy and organic
options for you.

6. Chipotle Craving Carly
 Social Messaging:
 Carly is primarily active on Instagram
 Examples of social messaging promotion
 Chipotle can run a promotion on Instagram where there is a
salad bowl photo contest and the winner gets a free Chipotle
gift card
 (Helps promote healthy options and target students on
budget)