Assignment 12

1) Pick a segment. For this assignment, I chose to focus on people who want to improve/maintain a healthy diet.

2) Interviews.

My three interviewee's were a friend I made at the gym, a customer in Chipotle, and a coworker who has talked about eating better often. All three are college students who try to eat as healthy as they can.

What I learned.

It seems the need to eat healthier becomes most prevalent when people are hungry. My interviewees agreed that they find themselves most hungry at work, class, the gym, or on their way home from those places which puts us usually around 12-1 p.m. and 4-6 p.m. People usually start considering their meal options when they start to get hungry. They often ask themselves if they want to cook or go out and make further decisions from there. My friend at the gym says when she's in a hurry she'll just grab a smoothie from Smoothie King and call it dinner and neither of us thought this was a great option. Another thing I learned is that the need for a drive-thru window may not be as prevalent as I thought. They said they didn't rally care if there was a window at Chipotle/Bolay because they can order online and have it ready by the time they get there.

Conclusion.

This segment definitely sees a need to have a way to eat healthier when they don't want to cook, but it seems their prime reason for wanting this restaurant is to add variety to the already existing market of healthy restaurants. They don't really see an issue with the lack of drive-thru windows nor an issue with Chipotle's prices (with exception to the guac cost).