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Chipotle
Buyer Persona Overview
February, 2015
Vegan Veronica
BACKGROUND:
 College Student: Studying PR
 Senior at the University of Florida
 Is a fitness fanatic, and also a Vegan
DEMOGRAPHICS:
 Female
 20-22
 Single Income, $9,000/year (Student
Job)
 Urban
IDENTIFIERS:
 Chill vibe
 Loves good food
 Tired of just vegetables
 Hates animal cruelty, pollution, and 70s-
style carpeting.
Vegan Veronica
GOALS:
 Raise awareness for veganism and
personal fitness
 Enjoy healthy, vegan food
CHALLENGES:
 Many fast food places are not vegan-
friendly
 Styrofoam food containers are
polluting America
HOW WE HELP:
 Provide high-quality food for all
special diets
 Are vigilant about pollution
contribution
Vegan Veronica
REAL QUOTES:
 I wish more food
establishments experimented
with non-meat entrees,
especially tofu! It would be
great to see a company cater to
so many needs!
 Life is short. Therefore, make it
great.
 Im tired of just vegetables at
restaurants.
COMMON OBJECTIONS:
 Is Chipotle too expensive for my
low-income student status?
 Is Chipotles menu truly
healthy? And will it help me
reach my body-goals?
Vegan Veronica
MARKETING MESSAGING:
 Offer non-vegetable only
vegan and vegetarian
options in environmentally
friendly containers
ELEVATOR PITCH:
 Here at Chipotle, we are
dedicated to health, and
catering to the largest
market possible. Come try
our new tofu dish! Just for
trying it, we are offering all
of our customers a free
burrito at a later date.
Youve got nothing to lose,
Veronica!

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Week 4 project

  • 2. Vegan Veronica BACKGROUND: College Student: Studying PR Senior at the University of Florida Is a fitness fanatic, and also a Vegan DEMOGRAPHICS: Female 20-22 Single Income, $9,000/year (Student Job) Urban IDENTIFIERS: Chill vibe Loves good food Tired of just vegetables Hates animal cruelty, pollution, and 70s- style carpeting.
  • 3. Vegan Veronica GOALS: Raise awareness for veganism and personal fitness Enjoy healthy, vegan food CHALLENGES: Many fast food places are not vegan- friendly Styrofoam food containers are polluting America HOW WE HELP: Provide high-quality food for all special diets Are vigilant about pollution contribution
  • 4. Vegan Veronica REAL QUOTES: I wish more food establishments experimented with non-meat entrees, especially tofu! It would be great to see a company cater to so many needs! Life is short. Therefore, make it great. Im tired of just vegetables at restaurants. COMMON OBJECTIONS: Is Chipotle too expensive for my low-income student status? Is Chipotles menu truly healthy? And will it help me reach my body-goals?
  • 5. Vegan Veronica MARKETING MESSAGING: Offer non-vegetable only vegan and vegetarian options in environmentally friendly containers ELEVATOR PITCH: Here at Chipotle, we are dedicated to health, and catering to the largest market possible. Come try our new tofu dish! Just for trying it, we are offering all of our customers a free burrito at a later date. Youve got nothing to lose, Veronica!