Chipotle Mexican

Grill

PERSONA DEVELOPMENT RACHAEL CRAWFORD, SOCIAL MEDIA MARKETING

Table of Contents

Executive Summary...2

Analysis of Primary and Secondary Target

Audience...5

Venn diagram...6

Optimal Target Audience...7

Secondary Target Audience...11

Executive Summary

PRODUCT

Chipotle opened in 1993 to show that "food served fast didn't have to be a 'fast-food' experience" according to the company's website. They focus on using high-quality ingredients that are fresh and showing respect for animals, farmers and the environment.

Chipotle uses ingredients that do not contain artificial flavors or fillers. They source from farms instead of factories. Customers come in and can pick what they would like in their burrito, salad, bowl or tacos. They give many options for people to choose from.

SOCIAL MEDIA MARKETINGBased on findings from Chipotle's social media accounts, the company is known for using humor to capture their target audience in their tweets, Facebook posts and Instagram pictures. Their pictures include their products like burritos, bowls and salads but also the ingredients before they are cut up to be put in the products. The humor in the captions make people laugh and remember the brand name. Chipotle has links to all of their social media sites on the main company website.

TARGET AUDIENCEThe humor used in their social media posts help the company connect with an audience of 16-34 year olds, making millennials their focus. Their inexpensive pricing makes the meal affordable for college students, who are in their target audience along with young workers who are saving money out of college.

Executive Summary Fun interaction

Chipotle's advertising strategy includes "a big online and social media presence" due to their target audience of millennials according to Diego Aguilar. He stated that "millennials expect to have fun while they interact with a brand." A lot of the reason that millennials get on social media is to not only connect with people, but also be entertained. Chipotle entertains their target market which is just what they need to do.

Curious MindsChipotle also knows that millennials are curious about how the world works. They like to know where their food is coming from and what goes into it. This is why Chipotle portrays itself as caring about the food they serve their customers because they care about them. They focus on their message of organic farming and responsibility, which means a lot to their target audience.

CommunityThe company has created two initiatives that they put on to raise money for the community. First is a "Boo-rito" contest every Halloween where people take a photo of themselves dressed up as a farm animal. They submit the picture to the website and get a coupon to get a burrito at Chipotle for $2. Those $2 goes towards a non-profit organization called FarmAid. The other initiative is an event in Chicago called the Chipotle Cultivate Music Festival. All proceeds went to FamilyFarmed.org. The festival had 17,000 attendees.

Executive Summary CONCLUSION

Chipotle does a great job at marketing for their target audience. They have established their reputation with millennials and continue to entertain while also educating them. Continuing to target this demographic will provide the company with lots of success in the future.

SOURCESAguilar, Diego. "Chipotle's Segmentation and Target Marketing: Millennials." Medium. N.p., 13 June 2015. Web. 18 Feb. 2017.

“Chipotle Social Media Page | Facebook, Twitter and Instagram.” Chipotle Social Media Page | Facebook, Twitter and Instagram. N.p., n.d. Web.

Jones, Adam. "Who Are Chipotle’s Customers?" Market Realist. N.p., 18 Dec. 2014. Web. 18 Feb. 2017.

Klamm, Dan. "How Chipotle Uses Social Media to Cultivate a Better World." Mashable. Mashable, 22 Mar. 2012. Web. 18 Feb. 2017.

Analysis of Primary & Secondary

PRIMARY TARGET AUDIENCE16-34 years old

Male and Female

Part-time job, middle class income, or full-time student

Wants a meal that won't break the bank during their

break in the day

SECONDARY TARGET AUDIENCES10-15 years old

Boys and Girls

Parents purchase food

35-50 years old

Male and Female

Middle Class Income

Parents of children they bring with them to eat

Want an affordable, quick meal

Relationships Between Target

Personas of Chipotle

PERSONAS WITH NEEDS MET BY CHIPOTLE

PERS

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Daddy's Little Girl

High School Stud

Busy Soccer Mom Social Sorority Girl

Young Workaholic

PersonasOPTIMAL TARGET AUDIENCE

Social Sorority Girl"I am 20 years old and a student at OU! I have a part-time job working

at my favorite boutique and after, go home to my awesome sorority

house where I live. My favorite place to eat is Chipotle where I get a

salad with chicken on it."

CLIENT: CHIPOTLE PERSONA: SOCIAL SORORITY GIRL NAME: BECKY TYPE: SOCIALIZER ROLE: BOUTIQUE SALES ASSOCIATE

MOTIVATIONS

BEHAVIORSPAIN POINTS

GOALSDoing well in school.

Eat healthy so I don't gain

weight in college!!!

Friends motivate me to do

my best in everything I do.

Get a job after graduating

from college.

Only spend what I need to

on food.

Eat healthy but great

tasting food meals.

Hanging out with my

friends.

Studying.

Watching shows on Netflix.

Need to be able to take a

healthy meal to go

because of my busy

schedule.

I have a budget for meals

every month.

High School Stud"I am 17 years old and the quarterback of the high school football team.

Go Panthers!!!! My favorite things to do are hang out with my bros and

practice football."

CLIENT: CHIPOTLE PERSONA: HIGH SCHOOL STUD NAME: JAKE TYPE: JOINER ROLE: HIGH SCHOOL QUARTERBACK

MOTIVATIONS

BEHAVIORSPAIN POINTS

GOALSBeing popular.

Getting cheered on at the

football games.

Be really cool.

Get a hot girlfriend.

Get a lot of muscle.

Hanging out with my bros.

Playing football.

Playing Xbox.

Always hungry since I'm so

athletic.

Since I don't have a job, I

only get money from my

parents for food and other

stuff.

I need to eat healthy to

gain muscle.

Young Workaholic"I am 32 years old and work at GSD&M as their head of social media. I

am always on social media connecting my brand with its customers as

well as socializing with my friends on my personal accounts."

CLIENT: CHIPOTLE PERSONA: YOUNG WORKAHOLIC NAME: SARAH TYPE: CREATOR ROLE: PUBLIC RELATIONS MANAGER

MOTIVATIONS

BEHAVIORSPAIN POINTS

GOALSCareer opportunities.

Traveling.

A fun job that keeps me on

my toe and is something

new every day.

Save enough money to

travel.

Get promoted.

Get paid more.

Working.

Hanging out with my

friends.

Because of my busy

schedule, I need to eat

quickly but healthy.

Want to save money so my

food choice can't be

expensive.

PersonasSECONDARY TARGET AUDIENCE

Busy Soccer Mom"Hi I'm Trish! I am 42 years old and have two kids. They both play

soccer, basketball and tennis so we are always on the move from

practice to practice! We have to pick up food some nights because we

are just so busy!!

CLIENT: CHIPOTLE PERSONA: BUSY SOCCER MOM NAME: TRISH TYPE: LOYAL CUSTOMER ROLE: STAY-AT-HOME MOM

MOTIVATIONS

BEHAVIORSPAIN POINTS

GOALSMaking sure my kids are

happy.

Making sure they eat

healthy even though we

eat fast-food sometimes.

I want both of my kids to

be successful!

Make all the other soccer

moms jealous that I can do

everything.

Watching my kids play

sports.

Watching soap operas

during the day while my

kids are at school.

Need to be able to eat fast

in between school and

practices.

Daddy's Little Girl"I'm Lizzy!!! I really like to sing and ride horses! My parents take me out

to eat and cook for me at home. My favorite color is blue and I have a

crush on a boy in my class but shhh!!!

CLIENT: CHIPOTLE PERSONA: DADDY'S LITTLE GIRL NAME: LIZZY TYPE: SPECTATOR ROLE: STUDENT

MOTIVATIONS

BEHAVIORSPAIN POINTS

GOALSHaving fun and playing

with toys.

Eat good food!

Make good grades in

school.

Have the boy I like, like me

back.

I hang out with my friends

a lot and we play with our

toys.

I go to school every day.

I don't get to pick out what

I eat. My parents choose

where and what we eat

usually.

I don't like to try a lot of

new foods.