Chipotle Pushes Back Against Viral Claims About Smaller Portion Sizes
For years, countless Americans turned to Chipotle as their go-to lunch or dinner spot where they could get a heaping bowl or fully stuffed burrito for an affordable price. But prices at the chain have gone up across the country, and some customers have complained that the rising prices haven’t been reflected in the portions; in fact, they claim employees serving up their food are skimping on the rice, beans, and meat.
Now, Chipotle itself is responding to frustrated customers’ “shrinkflation” claims. The chain’s chief corporate affairs and food safety officer Laurie Schalow shut down the idea that the company is implementing smaller portions across its restaurants.
“Our intentions are to provide a great experience every time, and our meals have always been completely customizable so guests can vocalize or digitally select their desired portions when choosing from the list of real ingredients,” Schalow told Today.
She noted that there haven’t been changes to the company’s portion sizes and reiterated Chipotle employees’ training when it comes to portioning correctly for each order. “If we did not deliver on our value, we want our guests to reach out so we can make it right,” she said.
The response comes after high-profile food TikTokers like Keith Lee and Jack Goldburg chronicled their recent experiences at the restaurant online and specifically highlighted the apparently smaller portion sizes.
“I’ve been such an out loud supporter of Chipotle, so I feel like the love’s got to be just as loud as the constructive criticism,” Lee stated plainly in his video. While he observed that his burrito bowl was “loaded,” he struggled for quite some time trying to find just a few pieces of chicken buried amongst the rice, beans, cheese, and other ingredients.
Chipotle taste test ? would you try it ? ?#foodcritic
After Lee’s video went viral, upset diners flooded the Chipotle app with negative reviews calling out the chain’s purported smaller servings. They’ve also even started walking out from the restaurant as soon as they see an employee is skimping on their portion sizes.
Keith Lee just started a revoloution against chipotle #keithlee #chipotle #foryou
Jack Goldburg of Jack’s Dining Room added to the chorus of complaints about the seemingly smaller sizes.
“When I get a bowl and they give me two pieces of chicken, I’m like ‘Can you just add one more scoop?’ and they’re like ‘You want double meat?’ and I’m like ‘No, I just want the chicken I asked for,'” he recounted. “Am I crazy? Is that not fair?”
“You want to give low amounts [of food], f–k prices, make the shareholders happy, but at the end of the day, what’s more important: shareholders or your daily customers?” he questioned. “The best long-term strategy for any brand is make your customers happy. A good brand will come back to the people and give them what they want.”
“Chipotle, I love you, but also, just fill up the bowls,” he concluded. “That’s all we’re asking you to do here.”
My thoughts on @Chipotle #chiptole
