After a wave of social media complaints about skimpy portions, Chipotle is working overtime to prove that it’s not skimping on size. The popular chain has responded to public feedback by doubling down on “generous portions” to keep customers satisfied and silence critics.
Interim CEO Scott Boatwright addressed the issue directly on Tuesday, telling analysts that the public can see evidence of these changes on Chipotle’s own social media pages. “People are posting big burritos, big bowls, and are genuinely excited about the portion sizes they’re getting in the Chipotle brand,” he said, claiming that recent posts reflect the company’s renewed effort to prioritize value amid rising living costs.
Boatwright framed this shift as a “reverse of what we saw earlier in the year.” Back then, TikTok and other platforms were full of videos where frustrated customers showed their Chipotle bowls and pressed employees for extra toppings. The message was clear: customers wanted more bang for their buck, and they weren’t shy about calling the chain out.
This criticism wasn’t lost on Chipotle’s finance team either. CFO Adam Rymer confirmed that they used more ingredients last quarter to ensure “consistent and generous portions” in response to the feedback. Yet, he acknowledged that this increase also drove up costs, particularly for avocados and dairy, two staple ingredients in many Chipotle dishes. However, Wall Street largely supported the move, as many firms raised their price targets on the company’s stock, signaling confidence in Chipotle’s approach.
CFRA Research’s Arun Sundaram noted that Chipotle essentially “had no choice” but to increase portion sizes, especially with customers closely watching and posting about each meal. Sundaram predicted that the move could drive more foot traffic to Chipotle stores, particularly with new limited-time items adding excitement to the menu.
Chipotle’s portion controversy first hit the spotlight in July, and former CEO Brian Niccol quickly pushed back against claims of portion cutbacks, assuring customers that there was “never a directive to provide less.” Generosity, he emphasized, has always been central to the brand’s identity.
To address concerns over consistency, Wells Fargo analyst Zachary Fedam took matters into his own hands, launching a study on Chipotle’s serving sizes across New York City. Fedam’s team ordered and weighed 75 burrito bowls from eight different locations, comparing both in-store and digital orders. The findings were telling: portions varied widely, with some bowls weighing as little as 13.8 ounces and others as much as 26.8 ounces.
Fedam’s report highlighted a surprising 87% weight difference between the lightest and heaviest digital bowls and a 47% difference for in-store orders, showing that even in the same city, customers weren’t always receiving consistent portion sizes. The study raised eyebrows, suggesting that Chipotle’s in-store practices might need further standardization to ensure every customer feels they’re getting the same value.
As Chipotle ramps up efforts to standardize portions, the company appears committed to listening to its customer base. In a challenging economy where every dollar matters, Chipotle knows that generous servings will keep customers coming back — especially when they’re vocal about what they expect. The new drive for consistency, coupled with heavier portions, could help Chipotle avoid further backlash while strengthening its appeal as a reliable choice for budget-conscious Americans looking for a filling, flavorful meal.
It remains to be seen if these changes will meet expectations, but if recent social media posts are any indication, Chipotle’s big burrito push may be just the recipe for turning critics into fans.
