This is an overview of one of Chipotle's target audience.

1. Buyer Persona Overview
February, 2015

2. Millennial Meg
BACKGROUND:
• Entry-level consultant
• Just started working with the company
• Recent grad that enjoys spending
quality time with peers
DEMOGRAPHICS:
• Slightly more female
• 20-24
• Single $35,000-$75,000
• Urban
IDENTIFIERS:
• Consider health and fresh food
important
• Technologically savvy

3. Millennial Meg
GOALS:
• Advance in the company
• Achieve a work-life balance
CHALLENGES:
• Lack of experience
• Student loan debt
HOW WE HELP:
• Affordable food allows Meg to save
money
• Fast, convenient and healthy food
allows Meg to focus on other things

4. Millennial Meg
REAL QUOTES:
• “I don’t have time to cook all
the time, so it would be great to
have healthy fast food.”
• “I can’t live without my iPhone.”
• “I love hanging out with my co-
workers after work.”
COMMON OBJECTIONS:
• Is this really healthy?
• I need to be able to get my food
fast enough during my lunch
break.

5. Millennial Meg
MARKETING MESSAGING:
• Fresh food fast
ELEVATOR PITCH:
• Chipotle offers food made
from the freshest
ingredients. Our lines
move fast– because we
can’t wait to dig in either.

6. Millennial Meg
SOCIAL MEDIA MESSAGING:
• Millennial Meg is always on
her phone and checks her
social media accounts
multiple times per day, so the
best way to reach her is
through Facebook and Twitter.
• Facebook- With every
purchase, you’re making a
statement! We thank you for
continuing to support our
mission.
• Twitter- We know you’re not
addicted, we’re not either! We
just need to have a burrito every
day…