Chipotle CEO Brian Niccol announced this week that the company is committed to providing generous and consistent portion sizes across all its locations. This statement came after customers expressed concerns on social media, accusing the fast-casual chain of reducing the amount of ingredients in its popular burrito bowls.
Chipotle’s, $CMG, CEO has stated there will be plans to “retrain” and “re-coach” restaurant operators who may be skimping out on sizes
7/29/2024
"There was never a directive to provide less to our customers," Niccol said during the company's earnings call on Wednesday.
He emphasized that generous portions have always been a key aspect of Chipotle's brand identity.
In response to these concerns, the company plans to ensure more consistent portion sizes across its 3,500 restaurants, according to Niccol. "We are reemphasizing training and coaching around ensuring we are consistently making bowls and burritos correctly," he added.
Many TikTok users had posted videos showing employees making their Chipotle bowls while repeatedly asking for more toppings. Despite this, Chipotle Chief Corporate Affairs Officer Laurie Schalow stated that there had been no changes to portion sizes.
In July, following the online criticism, Wells Fargo analyst Zachary Fedam and his team began collecting data on Chipotle orders. They ordered and weighed 75 burrito bowls across eight locations in New York City, comparing both online and in-store orders.
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