Customers on social media have been furious with Chipotle for allegedly skimping on its burrito bowl portions this year. Now, the fast-casual chain’s CEO said the company is making changes.
“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 said 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.
Some burrito bowls went to extremes, with one topping out at 27 ounces in one location, and a meager 14 ounces in another. The median weight was around 21.5 ounces. Some Chiptole customers began filming employees as they built their orders to ensure satisfactory portions — but some employees pushed back, claiming the TikTok trend was “stressful and dehumanizing.” Niccols said the company is reemphasizing its mission of a lot of food for a fair price.
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