chipotle persona profile
TRANSCRIPT
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Chipotle Persona Profile:Andrew the Active Student
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AndrewBackground:• 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.
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AndrewGoals:• 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.)
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AndrewReal 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.
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AndrewMarketing 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.
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AndrewSocial 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!