Big Portions Are Part of the Brand
Chipotle is a specialty burrito and taco fast-food chain. One thing that’s known about their brand is that if you order a burrito or burrito bowl, you’re getting a big portion.
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Even Chipotle’s CEO Brian Niccol acknowledges the brand’s image is tied to generous portion sizes. In an interview with Fortune, Niccol spoke about how big portions are “kind of who we are.”
Chipotle’s CEO Insists Portions Aren’t Shrinking
Speaking to Fortune, he refuted the claims that portions have gotten smaller, saying, “We always want to give people big portions that get people excited about the food.”
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He says if people want to double-up their order, they need to pay for it, but he reinforced that Chipotle’s goal is to get people “really excited about what I believe is really delicious food.”
The Public Disagrees
His statements come off the back of months of angry customers taking to the internet to vent about Chipotle’s shrinking portion sizes.
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One user wrote on the Chipotle subreddit that the burrito they ordered using the app was “the size of a can of Pepsi. Never again.” This sentiment was shared by another user who wrote: “I used to eat Chipotle 2-3x/wk. I haven’t been in a year. It’s inconsistent, expensive and the portions are terrible.”
Give Your Server the ‘Look’
On the same subreddit, one user noted, “They skimp hard on digital orders. Portions are always bigger when the person making it has to look you in the eye.” This mirrors the CEO’s own strange advice for customers looking to get a little more in their burrito.
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Niccol said that those coming into Chipotle wanting “a little more rice” or “a little more pico” need only do as he demonstrated to Fortune — widen their eyes and slightly nod their heads. Apparently, if customers do this, then “usually our guys and women give them a little more scoop.”
People Have Tried Their Own Methods to Get Bigger Portions
The public has their own way of trying to get the sort of portion size they feel they deserve. Some have taken to filming Chipotle workers as they prepare their orders.
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This “method” became particularly popular on TikTok, where influencers believed that by filming workers, they were getting more food. They encouraged others to try the same.
This Tactic Is Questionable
Pressuring workers in this way is questionable, to say the least. Filming people against their will like this has left many workers feeling uncomfortable. Furthermore, it doesn’t necessarily solve the issue.
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If portion sizes are being more strictly controlled, this isn’t the fault of the workers. They will have been instructed to dispense portions of certain sizes. Pressuring, dehumanizing and humiliating them over a Chipotle corporate decision is unfair.
Chipotle Has Responded to the Trend
Chipotle seemed to acknowledge and parody this trend with their own TikTok post, showing a crowd of people at a Chipotle counter apparently taking videos.
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Chipotle also released a statement saying there’s no guarantee that filming will result in customers getting more food. They also refuted the suggestion that they had in any way issued employees with instructions regarding being filmed and giving larger servings to avoid negative press.
Chipotle Has Been Hiking Prices
While Chipotle might try to refute the claims that they’re being more stingy with their portions, there is something else that cannot be argued — Chipotle has been hiking prices.
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They first announced price increases in 2021, with subsequent increases in October 2023 and more increases planned for 2024, marking the fourth increase in recent years.
Their Rationale for the Price Increases
Chipotle says these increases are to keep pace with inflation. Faced with increased costs for materials, particularly ingredients like avocado for guacamole, the chain needs to raise prices to keep its margins and remain profitable.
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Chipotle also announced it will be paying its employees higher wages. Price increases likely also serve to offset the cost of this pay rise.
They’re Not the Only Fast-Food Chain to Raise Prices
Chipotle isn’t the only chain raising their prices. Other restaurants are similarly feeling the impact of increased costs and looking to boost revenue to offset them by increasing prices.
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Taco Bell and McDonald’s have both raised prices in recent years, somewhat significantly. According to McDonald’s themselves, the price of a medium portion of french fries has increased 44% compared to 2019.
Chipotle Just Represents a General Trend?
Chipotle has certainly gotten a lot of attention over its portion sizes, probably due to large portions being a part of its brand identity. Disgruntled customers have made a lot of noise, and the fast-food chain has ended up part of a strange social media trend because of it.
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But it may not be fair to single out Chipotle like this. Fast food chains are facing higher operating costs and need to find a way to remain profitable. Trying to be more conservative with stock while raising prices is the most logical way to do this. Chipotle may just be unlucky in that it’s very easy for customers to literally see in front of them that they’re paying more and getting less.