1. CHIPOTLE
BUYER PERSONA
OVERVIEW
February, 2015

2. ADDICTED ANTONIO
BACKGROUND:
• Young Professional
• Works in fast-paced
entertainment industry
• Recently graduated from
college
• Full-time entry level
employee
• Lives with parents
DEMOGRAPHICS:
• Male
• 19-24
• HH Income: >$60,000
• Personal Income: <$15,000
• Urban
IDENTIFIERS:
• Multitasker
• Social
• Efficient

3. ADDICTED ANTONIO
GOALS:
• To get a healthy, compact meal that can be eaten at
his desk
• To take as little time as possible away from the job
CHALLENGES:
• Too many unhealthy alternatives in the area
• Long wait times at most restaurants serving lunch
HOW WE HELP:
• We offer wholesome meals and custom service not
usually found in fast-food chains
• Our employees work quickly with your guidance to
provide exactly what you want in whatever time limit
you provide.

4. ADDICTED ANTONIO
REAL QUOTES:
• “Maria recognized me when I came in today and gave
me lunch on the house with an additional ‘BOGO’
coupon. I’m going to write that woman a letter!”
• “They’re nice people who make consistent food, how
does it get any better than that?”
• “The line today was a little long, but worth it, as
always.”
COMMON OBJECTIONS:
• The length of the line might keep me away from the
office for too long
• The volume inside the restaurant means I have to
keep repeating myself and shouting my order to be
heard

5. ADDICTED ANTONIO
MARKETING MESSAGING:
• Express service with a unique flair
ELEVATOR PITCH:
• We will always work with you to
create a wholesome and unique
dining experience to fit your tight
schedule!

6. ADDICTED ANTONIO
SOCIAL MEDIA MESSAGING EXAMPLES
• Facebook and Twitter would be the best ways
to get Antonio’s attention as the messages
are short, concise, and delivered directly to
his personal phone.
• Visual is key: with so much on his plate,
Antonio is more likely to take a second to
view a photo vs read through a lengthy post
• Samples
• Tweet: Earn a BOGO coupon when purchasing any meal
today!
• Come and get us before the lunch rush, save yourself
some time! (with a picture of the “empty” restaurant)
• A flyer-type facebook post promoting a deal, discount,
or new special menu item