‘Chipotle won’t fix the problem,’ fume customers after food chain CEO promises more ‘generous’ portion sizes

SOME customers aren’t confident in Chipotle’s recent portion size promise.

The fast food chain was accused earlier this year of telling employees to give customers less in bowls and burritos.

Getty

Getty

Getty

Rumors of the portion size decrease caused an uproar among Chipotle’s customer base, resulting in a viral TikTok trend of filming staff as they filled bowls and burritos to ensure enough food was given.

The trend has been dubbed several different names, including the Chipotle “cell phone rule.”

Chipotle has denied the claims of decreasing portions while keeping costs the same — otherwise known as shrinkflation — several times.

The chain has even poked fun at the trend on its TikTok account before.

CEO Brian Niccol provided a detailed response to accusations of shrinkflation in an earnings call in July, ensuring customers that there would be a focus on “generous” portions moving forward.

“There was never a directive to provide less to our customers,” Niccol said.

“Generous portions [are] a core brand equity of Chipotle.”

Niccol continued to stress that generous portions have “always been” and “always will be” one of the brand’s most regarded values.

“With that said, getting the feedback caused us to relook at our execution across the entire system with the intention to always serve our guests…custom burritos and bowls with generous portions,” he added.

CHANGE IS COMING

Chipotle will now actively be making changes to fulfill the portion size promise.

Niccol said that includes re-training staff at least 10% of its 3,500 locations due to the results of some consumer surveys.

“We are reemphasizing training and coaching around ensuring we are consistently making bowls and burritos correctly,” he noted.

CFO Jack Hartung also noted that investments were being made in Chipotle to ensure the portion promise would be possible.

“We already have a number of initatives underway; some are operational, some are supply chain efficiencies,” Hartung said during the July earning’s call.

Videos of Chipotle customers filming workers making their orders have been flooding social media.

Chipotle allegedly sent a memo to employees telling them to fill up burrito bowls to the brim when a customer is filming while ordering, according to business and investment influencer, Alex Friedman, on X , formerly known as Twitter.

Videos have been shared across platforms of customers filming their order as workers pile their bowls high with their chosen options.

There have been some extreme cases where customers brought in camera, lighting, and sound equipment to film workers and get the most food in their bowl.

Niccol said the investments were already yielding positive results, with improved consumer scores on Chipotle’s surveys.

The company’s net sales also rose about 18% in the second quarter of 2022, per a press release .

LACK OF TRUST

Still, some customers still don’t trust the chain’s vow on portions.

“Chipotle won’t fix the problem,” someone blasted in a recent thread on Reddit.

“They are gunna make the bowls smaller,” another echoed.

“Bowls will be charged more but portions will be even smaller!” a third fumed.

Similar complaints have been going on for months.

Some customers reviewed the Chipotle portion size guide closely and claimed the “math isn’t mathing.”

Employees have also tried to set the record straight about portions at the locations they work at.