BUYER PERSONAOCTOBER, 2015

BOBBY BURRITO

BACKGROUND-Bobby is a senior Computer Science major. He’s very act ive and involved on campus,and doesn’t have much t ime to cook. He cares about a healthy l i festyle and tr ies to work out and eat c lean as much as possible.

DEMOGRAPHIC- Male- 18-24- Doesn’t work- Col lege town

IDENTIFIERS- Super fr iendly (makes fr iends with people in l ine)- Driven, hard worker- Healthy l iv ing

BOBBY BURRITO

GOALS- Finish his senior year with a job l ined up- Maintain healthy l i festyle as easy as possible

CHALLENGES- Avoiding unhealthy choices- Avoid splurging whi le st i l l gett ing parents’ help

HOW WE HELP- “G-M-Over I t”- In 2013, we were the f i rst nat ional chain food to get r id of GMOs in our food. We only source our veggies from farms, not factor ies, to provide the freshest and healthiest options to our customers.- You can order ahead with our app, leaving you with virtual ly no wait t ime.- The average cost of a meal is $7-$9

BOBBY BURRITO

QUOTES- “Having a locat ion so close to campus makes i t that much easier to eat fresh and healthy.”- “I ’m staying up late to study for an exam, so I ‘m going to treat myself with quac.”

COMMON OBJECTIVES- I f I ’m under THAT much of a t ime crunch, there are other faster options. Sometimes the l ine is out the door!- Since I ’m not currently working, there are other options that are much cheaper, even i f they’re not as healthy.

BOBBY BURRITO

MARKETING MESSAGE- Quick, healthy, and affordable food

ELEVATOR PITCH- When we say “Food With Integrity,” we mean it . We want to serve you the freshest, most wholesome food, without compromise. With ordering onl ine or with the app, there wi l l be virtual ly no wait t ime, making it the fastest and best decis ion you’ l l make al l day.

BOBBY BURRITO

SOCIAL MEDIA- To keep up with i t ’s fun and eccentr ic branding, the voice of the social media accounts wi l l be sassy and humorous. We feel that most of our custormers are using Twitter and Instagram, so that’s where we wi l l be the most act ive. We wi l l a lso keep up with current trending hashtags to stay relavent to our audience.

EXAMPLES- #TwinningTuesdays- They could have Buy One, Get One 50% off identical meals from 2-4PM- “Chipotle and Chi l l”- On National Taco Day- “Why isn’t today a nat ional hol iday?”- Hold a contest through Instagram where you doodle on blank cups that wi l l be given out. The best doodler’s win a free meal.