February, 2015 CHIPOTLE
February, 2015 CHIPOTLE
Background • First year out of college • Entry level job • Loves a good, quick, cheap
meal to fit into his lunch break
Demographics • Male, 24• 40,000 annual income• Urban
Identifi ers • Hard working • Independent • Always on the go
LUNCH BREAK LARRY
Goals:• Have enough time to eat a
good meal during a quick lunch break
• Budgeting money Challenges:
• Many restaurants take more than an hour to serve lunch, which Larry does not have time for
• Many restaurants with quality food are expensive
How We Help:• Chipotle is quick and easy
to order • Chipotle provides fresh,
quality food for a cheap price
LUNCH BREAK LARRY
Real Quotes: • “I’m late for a meeting!”• “I’m starving!”• “I can’t afford that.”
Common Objections:• Will I get tired of eating
Mexican food everyday?
LUNCH BREAK LARRY
Marketing Messaging: • Don’t be late and don’t
break the bank. Eat great Mexican food at a great price.
Elevator Pitch: • We offer delicious food for
people on-the-go and on a budget. Switch up the ingredients and experience a new chipotle creation every time or stick with the one you love.
LUNCH BREAK LARRY
SOCIAL MEDIA MESSAGING
SOCIAL MEDIA MESSAGING