One of the things that makes Chipotle popular is its huge serving size. Alternatively put, it was their reputation. They have drawn public notice lately for their declining portions and soaring costs.
However, Chipotle’s CEO is adamant that servings remain unchanged in an effort to counter this backlash from the public and preserve the company’s reputation. He additionally provides strange counsel to his patrons, telling them to eat extra.
Large Quantities
Fast-food eatery Chipotle specializes in burritos and tacos. One characteristic regarding the business that is well-known is that large portions are offered to customers who buy burritos as well as burrito bowls.
Even Brian Niccol, the CEO of Chipotle, admits that the company’s reputation is mostly based on its big servings. Niccol mentioned in a Fortune interview that having large servings is just a part of their identities.
He Maintains that Servings Have Not Gotten Smaller
He denied reports in an interview with Fortune that quantities have shrunk, stating that their goal continues to be to serve large amounts that make diners happy.
He reminds consumers that Chipotle wants to make them enthusiastic regarding what he thinks is truly good meals, nevertheless they must shell out money for it should they decide to increase what they order.
No One Else Thinks So
His comments follow months of irate patrons complaining regarding Chipotle’s declining quantity of meals online.
A person complained on the Chipotle subreddit about how the burrito they were given through the mobile app appeared so big it was like a Pepsi can and consequently they were unlikely to purchase it from them again. Someone else expressed a comparable opinion, saying that they had been dining at Chipotle two or three times a week however had not visited in a year due to the restaurant’s unreliable service, high prices, and subpar quantities.
Send a “Look” to Your Server
Regarding orders placed online, someone on the very same subreddit pointed out that the servings are usually lesser nevertheless larger when the individual who is preparing them has to look you in the face to prepare them. The CEO’s personal recommendations for diners wishing to add some extra to their burrito are reflected in this.
As Niccol showed Fortune, all they had to do was broaden their pupils and bob their heads considerably to express their request for a bit of extra rice or pico when they visited Chipotle. The servers tend to offer the consumers a little extra scoop when they behave in this way.
Other Techniques
Everybody tries to obtain the amount of food that they think they are entitled to in an individual manner. As they process requests, certain individuals have started to record Chipotle employees on camera.
Influencers on TikTok felt that by recording employees, they received extra food, which is why this technique grew to be so prevalent there. Many were inspired to give it a shot as well.
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This Strategy Is Dubious
It is dubious, to say the least, to put employees under such pressure. Several employees have expressed discomfort about being filmed in such a manner outside their wishes. Also, the problem isn’t always resolved by it.
It is not the employees’ responsibility if portions have been strictly regulated. Their servers will have been specifically told to serve specific-sized servings. It is unjust to put people under pressure, degrade and humiliate them because of a business choice made by Chipotle.
Chipotle Has Addressed the Issue
With an original TikTok clip that featured a mob of customers at a Chipotle countertop who appeared to be filming videos, Chipotle looked like they understood and satirized this growing phenomenon.
Additionally, Chipotle issued an announcement stating that there is no assurance that recording will lead to consumers receiving additional food. They additionally denied any idea that they issued staff members directives about getting videotaped and offering greater portions in order to prevent bad press.
Costs at Chipotle Have Increased
Chipotle may attempt to deny the allegations that they are becoming more portion-conscious, but there is one point that is undeniable: the restaurant has been raising the cost of its meals.
This is their fourth hike in prices in as many years; they initially disclosed hikes in 2021, followed by price hikes in October 2023 with additional hikes anticipated for 2024.
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Their Justification for Raising Prices
Chipotle claims that these raises are necessary to stay in tune with inflation. To maintain profitability and continue to be successful, the business must boost pricing in response to rising supplies, especially for commodities like avocado used in guacamole.
Chipotle recently declared that it would increase wages for workers. Price hikes probably help to balance the expense of this wage increase as well.
Is Chipotle Only an Example of a Broad Pattern?
Given that its corporate identity revolves around generous quantities, Chipotle has undoubtedly drawn quite a bit of criticism for its serving proportions. Due to the loud protests of dissatisfied patrons, the restaurant industry found itself at the center of an odd internet phenomenon.
However, it might not be just to target out Chipotle in this way. Fast food restaurants must figure out how to stay viable in the face of rising costs of operation. The most sensible approach to achieve this is to attempt to increase costs while being more cautious with stocks.
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