Chipotle’s CEO says all restaurants will serve bigger portions following social media complaints against the chain over smaller servings. https://t.co/aJBqUPVqZz
— NBC News (@NBCNews) July 27, 2024
Has shrinkflation hit Chipotle? The company has denied those claims.
“First, there was never a directive to provide less to our customers,” said Brian Niccol, CEO of Chipotle, during an earnings call on Wednesday. “Generous portion is a core brand equity of Chipotle. It always has been, and it always will be.” He noted about 10% of restaurants were outliers that needed to be retrained up to the “right standards.”
“With that said, getting the feedback caused us to relook at our execution across our entire system with the intention to always serve our guests delicious, fresh, custom burritos and bowls with generous portions,” he continued. “To be more consistent across all 3,500 restaurants, we are focusing on those with outlier portion scores based on consumer surveys, and we are reemphasizing training and coaching around ensuring we are consistently making bowls and burritos correctly.”
“We have also leaned in and reemphasized generous portions across all of our restaurants as it is a core brand equity of Chipotle. Our guests expect this now more than ever, and we are committed to making this investment to reinforce that Chipotle stands for a generous amount of delicious, fresh food at fair prices for every customer every visit,” he added.
Around May of this year, a disturbing trend of filming Chipotle workers began on TikTok, hoping that workers being filmed while making their burrito bowls would yield more generous food portions. In a separate interview, the CEO was quoted as saying that this was rude to their team members.
Diners are fed up with Chipotle’s shrinking portions… But the company insists the portions never changed. pic.twitter.com/LqTFt4pzDc
— Brut America (@brutamerica) June 17, 2024
All this drama for Mid-potle?
Stop harassing minimum wage workers challenge.
