Week 4 project
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Veronica is a 20-22 year old vegan college student studying PR at the University of Florida. She is health-conscious and cares about animal welfare and the environment. She enjoys good food but finds that many fast food places do not offer vegan options beyond just vegetables. Chipotle could help by providing high-quality vegan meals in environmentally friendly packaging to cater to Veronica's values and goals of healthy eating while raising awareness of veganism.
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.” • “I’m tired of just vegetables at restaurants.” COMMON OBJECTIONS: • Is Chipotle too expensive for my low-income student status? • Is Chipotle’s 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. You’ve got nothing to lose, Veronica!”