Chipotle to Improve Portion Sizes

Chipotle CEO and Chairman Brian Niccol announced plans to retrain restaurant operators on portion sizes following a surge of complaints from customers on social media. During an investor call, Niccol emphasized that the company has never instructed staff to reduce portion sizes, asserting that generous servings are integral to Chipotle's brand identity. This statement comes in response to accusations of "shrinkflation," where customers claim they are receiving less food for the same price. In recent months, numerous consumers have expressed their dissatisfaction through negative reviews on the Chipotle app and various social media platforms, including TikTok and Reddit. A notable trend emerged where customers filmed their orders, threatening to walk out if the portions did not meet their expectations. This led to rumors that filming would result in larger servings, which Chipotle later debunked as misleading. Niccol had previously addressed the portion issue in May, insisting that serving sizes had not decreased. He even suggested a specific look customers could give staff to request extra rice or pico. However, during the latest earnings call, he acknowledged that there were inconsistencies in portion sizes across locations, indicating a need for improvement. Despite the complaints, Niccol stated that only about 10% of Chipotle's restaurants would require retraining to align with the company's standards, suggesting that the majority of locations maintain appropriate serving sizes.