Steve Johnson• 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

Steve Johnson• 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

Steve Johnson• 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.

Steve Johnson• 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.

Social Media Examples“A great place to stop on your way back from the gym,”

“Enjoy the little things at a price that you can afford”