Melissa Repko is a retail and consumer reporter for CNBC.com.
Inflation may be cooling, but consumers’ outrage over higher prices is running hot. TikTok users blasted Walmart for rolling out digital shelf labels that allow it to quickly raise and lower prices. Wendy’s backpedaled after its CEO suggested the burger chain may start using dynamic pricing. And at some Chipotle locations, customers filmed workers to try to make sure they didn’t skimp on their burrito bowls.
“We’ve always said we want to give people great portions. We want to give them what they want.” Wells Fargo analyst Zachary Fadem tested out the theory himself, ordering 75 burrito bowls from eight New York City Chipotle restaurants and weighing them. The burrito bowls’ weight varied based on location, leading the analyst to conclude that consistency was the issue — not shrinkflation. But the feeling of paying more and getting less isn’t just in consumers’ heads.
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