Chipotle targets college students

CHIPOTLE:COLE THE COLLEGE KID

OCTOBER, 2015

BACKGROUND:• Cole goes to the University of Florida. • Cole is an accounting major and is currently

interning at a small accounting firm in Gainesville.

• On his spare time, Cole likes to play with his dog and play soccer.

• He is a first generation college student. DEMOGRAPHICS:• Male• Age: 17-23• Single• Parents income is $90,000 a year. For food

and spending money they give him $600 a month.

IDENTIFIERS:• First generation college student, accounting

major, unpaid internship.

COLE THE COLLEGE KID

Hey! I’m Cole.

GOALS:• Spend a lot of time studying to pass

my classes• Stay on a budgetCHALLENGES:• Cooking three meals a day • Spending too much money on foodHOW WE HELP:• Chipotle is a fast food casual

restaurant, so it saves you time from having to cook.

• All of Chipotle is fresh food without artificial fillers for a low price.


Hey! I’m Cole.

REAL QUOTES:• “I love being on the computer

and social media.”• “My days are scheduled around

my studying and internship, so I don’t always have a lot of time.”

• “When I graduate I’ll be working at one of the big four Accounting firms.”

COMMON OBJECTIONS:• Long line takes too long• Money is tight• It takes a lot for me to get full


Hey! I’m Cole.

Instagram

MARKETING MESSAGING:


Instagram

Our bowls are made with fresh ingredients and have big portions

ELEVATOR PITCH:Chipotle offers you fresh

food without artificial flavors or fillers that is served in a service line for a quick service and customizable dishes all

for a low price.


Hey! I’m Cole.

Chipotle targets college students

Food