Chipolte Persona Profile
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This document profiles a college-aged male student who is a member of a fraternity, works out regularly at the gym, and counts his calories. He is looking for quick, healthy, and affordable meals that fit his busy schedule of school, social activities, and working out while keeping his parents satisfied. The marketing messaging promotes providing a cheap, fast, and healthy place to eat that gives a nutritious and tasty meal without breaking the bank.
Chipolte Persona Profile
- 2. • BACKGROUND: • Student at UF • Member of BETA Fraternity, gym rat, majoring in business • Counts his calories • DEMOGRAPHICS: • College Male • Age 18-24 • Dual HH Income: Less than $10,000 • Suburban • IDENTIFIERS: • Gym Junkie • Million Dollar smile and figure • Seems to be constantly on-the-go
- 3. • GOALS: • Keep his body looking good • Eating food that is good yet tasty • CHALLENGES: • Finding the time to succeed in school, his social life, and the gym • Keeping his parents happy and off his back • HOW WE HELP: • Provide a healthy and quick meal • Offer a great price that keeps him and his parents happy
- 4. • REAL QUOTES: • “It’s been difficult finding the time to eat something that I feel good putting in my body that I can also afford.” • “Between my homework and fraternity I barely have time to even think about what to put on in the morning.” • “For the amount of time I spend at the gym and trying to impress the ladies, I’m not just going to eat something because its cheap.” • COMMON OBJECTIONS: • I’m worried I’ll spend too much money eating out that my parents will cut me off. • I don’t want to have to spend more time working and working out just because of what I am eating.
- 5. • MARKETING MESSAGING: • A cheap, fast, and healthy place to eat • ELEVATOR PITCH: • We give you a meal that is packed with nutrition, taste, and value, without breaking your bank. With our multiple locations and employees working to make your experience a pleasant one, you will be in and out in no time with a big smile and feeling great.
- 6. “A great place to stop on your way back from the gym,” “Enjoy the little things at a price that you can afford”