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Chipotle CEO addresses portion size criticism: Re-emphasizing 'generous portions'

By Kelly Hayes
Published  July 25, 2024 9:34am EDT
Consumer
Fox TV Stations

Robots could be making your Chipotle bowls, salads soon

Chipotle has announced it is testing out a robot that can make bowls and salads to make their fast food service even faster. (Credit: Chipotle)

Chipotle’s CEO has addressed concerns about portion sizes after ongoing scrutiny from customers on social media in recent months, alleging that the fast-casual chain skimps on the sizes of their burritos and burrito bowls. 

Brian Niccol, Chipotle Mexican Grill’s CEO, said the company is making changes after feedback. 

"First, there was never a directive to provide less to our customers," Niccol said Wednesday during an earnings call. "Generous portions is a core brand equity of Chipotle. It always has been, and it always will be."

"With that said, getting the feedback caused us to relook at our execution across our entire system, with the intention to always serve our guests delicious, fresh custom burritos and bowls with generous portions," Niccol continued.

To be more consistent across its 3,500 restaurants, Niccol said the company will focus on the "outlier" stores when it comes to portion sizes based on customer surveys. Chipotle plans to do more "training and coaching" at those locations to make bowls and burritos "correctly."

Niccol added that Chipotle has also "leaned in and re-emphasized generous portions across all of our restaurants."

Chipotle is one of many chains that have been accused of "shrinkflation" amid rising costs of food. 

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Chipotle portion size internet drama

In recent months, Chipotle has received a lot of criticism on platforms like TikTok and Reddit, where users have accused the chain of skimping on portion sizes in its burritos and bowls. 

The controversy has even sparked rumors that Chipotle gives larger portions if customers film their orders.

This summer, a Wells Fargo analyst ordered and weighed 75 burrito bowls from eight different Chipotle locations across New York City to investigate claims of reduced portion sizes. 

His team found a wide range in portion sizes, with the smallest bowl weighing 13.8 oz. and the largest at 26.8 oz. The median weight for in-store orders was 21.4 oz., while digital orders had a median weight of 21.6 oz. 

The biggest factor affecting portion sizes was the location of the order, according to the study.

Chipotle has addressed the criticism in the past. Earlier this month, the company stressed how its "completely customizable meals may have variability in their size or weight."

"Similar to others in the fast-casual industry, our completely customizable meals may have variability in their size or weight depending upon the number of ingredients a guest selects or if they choose to make an ingredient extra or light when ordering from our list of real ingredients in-person or digitally," Laurie Schalow, Chipotle's chief corporate affairs officer, stated in an email to FOX Business. "There have been no changes in our portion sizes, and we aim to provide a great guest experience every time."

Niccol also denied any reduction in portion sizes in a TikTok video post in May, stating that the company's burritos and bowls have not gotten smaller and suggested that customers simply need to ask for a bit more if they want extra ingredients.

This story was reported from Cincinnati.