BB-INT010 — Rafael Cruz

Participant recruited through consumer panel. Visits BorderBlend approximately once or twice a month. Works in facilities management. Does not follow the brand on social media. Downloaded the app at some point but has not opened it recently. Describes his food choices as primarily driven by proximity, speed, and value. Not interested in food culture... Tell me about your typical BorderBlend visit. I work downtown. There's a truck that parks near my office building on Tuesdays and Thursdays. I go when I remember it's there and I'm not doing anything for lunch. I get two tacos — usually the brisket and the chicken — and go back to work. Probably takes ten minutes from leaving my desk to getting back.