Chipotle recently faced backlash on social media after customers claimed the restaurant has been reducing the portions of its burrito bowls. In response to these complaints, the CEO has announced that the company will be implementing changes to address the issue.
“First, there was never a directive to provide less to our customers,” CEO Brian Niccol said during an earnings call Wednesday. “With that said, getting the feedback caused us to relook at our execution across our entire system.” Niccol added that the company will make “generous portions” more consistent across its more than 3,500 restaurants. He said about 10% of stores are outliers in portion sizes, and those locations will have to be retrained to the “right standards.”
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As food prices continue to increase, several restaurant chains have faced these same allegations, a practice where they offer smaller portion sizes for the same price. In June, a Wells Fargo analyst conducted a study by ordering and weighing 75 Chipotle burrito bowls with various ingredients at eight different locations in New York City. The results revealed a significant variance in portion sizes across the sampled locations.
Certain Chipotle patrons started recording employees as they assembled their orders to guarantee adequate portions. However, some employees expressed opposition, stating that the TikTok trend was causing stress and dehumanization. Niccol mentioned that the company is reiterating its commitment to providing generous portions at a reasonable price.
“We are reemphasizing training and coaching around ensuring we are consistently making bowls and burritos correctly,” Niccol said.
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Despite allegations of shrinkflation, Chipotle stated on Wednesday that its business has not been negatively impacted. In contrast, other fast-casual competitors like McDonald’s and MOD Pizza have faced challenges as more people opt to eat at home. Chipotle exceeded analysts’ predictions, with a notable 18% increase in net sales during the second quarter.
The company attributed its success to the reintroduction of chicken al pastor on the menu, which attracted more customers. Additionally, Chipotle mentioned that price adjustments made last year helped mitigate the rising costs of avocados and increased oil usage for frying tortilla chips.