Presentation for UF's PR4932 class, Spring 2015

1. Chipotle
Buyer Persona Overview
February, 2015

2. Vegan Veronica
BACKGROUND:
• College Student: Studying PR
• Senior at the University of Florida
• Is a fitness fanatic, and also a Vegan
DEMOGRAPHICS:
• Female
• 20-22
• Single Income, $9,000/year (Student
Job)
• Urban
IDENTIFIERS:
• “Chill” vibe
• Loves good food
• Tired of “just vegetables”
• Hates animal cruelty, pollution, and 70s-
style carpeting.

3. Vegan Veronica
GOALS:
• Raise awareness for veganism and
personal fitness
• Enjoy healthy, vegan food
CHALLENGES:
• Many fast food places are not vegan-
friendly
• Styrofoam food containers are
polluting America
HOW WE HELP:
• Provide high-quality food for all
special diets
• Are vigilant about pollution
contribution

4. Vegan Veronica
REAL QUOTES:
• “I wish more food
establishments experimented
with non-meat entrees,
especially tofu! It would be
great to see a company cater to
so many needs!”
• “Life is short. Therefore, make it
great.”
• “I’m tired of just vegetables at
restaurants.”
COMMON OBJECTIONS:
• Is Chipotle too expensive for my
low-income student status?
• Is Chipotle’s menu truly
healthy? And will it help me
reach my body-goals?

5. Vegan Veronica
MARKETING MESSAGING:
• Offer non-vegetable only
vegan and vegetarian
options in environmentally
friendly containers
ELEVATOR PITCH:
• “Here at Chipotle, we are
dedicated to health, and
catering to the largest
market possible. Come try
our new tofu dish! Just for
trying it, we are offering all
of our customers a free
burrito at a later date.
You’ve got nothing to lose,
Veronica!”