1. Background:
• Paralegal for civil defense firm
• Recently moved to the city after graduation
• Single, no kids
Demographics:
• Skews female
• 27-34
• $50,000/year
• Urban
Identifiers:
• Optimistic, extroverted, curious
• Always checks social media on break
• Loves to set short-term goals
#NewYearNewMe Natalie

2. Goals:
• Eat healthier especially when out and about in the city
• Support fresh food and local markets
Challenges:
• Junk food is cheap and omnipresent
• Office offers free food at break rooms
How we help:
• Provide fresh and healthy food that tastes as good as it
looks
• Help integrate into our culture on social media to maintain
a positive connection with our food
#NewYearNewMe Natalie

3. Real quotes:
• “I would totally eat more organic and fresh food if more
restaurants had it.”
• “I absolutely love Mexican style cuisine, it’s really
different from the usual.”
• “I’d rather shell out a couple more bucks if it meant no
more microwave lunches – blegh!”
Common objections:
• I don’t know if chipotle is actually healthy or just claims
to be like other fast food places.
#NewYearNewMe Natalie

4. #NewYearNewMe Natalie
Marketing messaging:
• Fresh, filling and flavorful food made for you.
Elevator pitch:
• Provide excellent care in crafting every customer’s dish
so they can fully experience the fresh, filling, and
flavorful cuisine we have.