Persona Profile for PUR4932

1. Chipotle Persona Profile:
Andrew the Active Student

2. Andrew
Background:
• Junior at the University of Florida
• Works part time as a videographer on
campus.
• Hobbies include photography, rock
climbing, and swimming.
Demographics:
• Skews Male
• Age: 18-23
• Part time income: Less than $1000/month
• Lives in a suburban environment
Identifiers:
• Dedicated to his job, even when he’s not at
work.
• Selective with what he eats.
• Daily schedule is packed, so he is very
busy.

3. Andrew
Goals:
• Graduate on time and pursue dream
career.
• Maintain his exercise regiment and
healthy diet.
Challenges:
• His work schedule prevents him from
eating adequately during the day.
• Is usually too busy to take the time to
travel to healthier restaurants.
How we can help:
• Chipotle’s convenient location right next
to campus cuts down on traveling time.
• Chipotle also has online ordering and
pick up.
• Chipotle also provides a variety of filling
options that are also healthy (no GMOs,
vegetables grown in clean soil, etc.)

4. Andrew
Real Quotes:
• “I have a lot of equipment I have to keep
track of, so traveling far just for lunch is
a hassle.”
• “I prefer healthiness over quantity, but
I’m still looking for both in one meal.
• “Other than my 45 minute lunch break, I
get by most days with just water and
granola bars.”
Common Objections:
• Chipotle always seems too busy and
overcrowded to get food quickly.
• Chipotle does not seem like a place
where he can get work done while
eating.

5. Andrew
Marketing Message:
• Chipotle provides fresh and quality
meals in a timely manner.
Elevator Pitch:
• Chipotle meals are real and fresh; there
is nothing artificial about any of our
ingredients. We can give you quality,
quantity, and speed (with online
ordering and pick up) with every meal
we serve.

6. Andrew
Social Media Messaging:
• Twitter is Andrew’s go-to choice of
social media. Andrew commonly uses
Twitter to set up group lunches/dinners
• Example Tweet: Hey @EthanC_Young,
you off work yet? I’m feeling #Chipotle
for dinner.”
• Instagram is another platform Andrew
uses almost every day. Every so often
before he eats a delicious meal, he
documents it on his account.
• Example post: Never tried barbacoa or a
salad at #Chipotle before, here’s to
trying new things!