There has been ongoing online debate about Chipotle’s portion sizes, with some customers claiming that servings have decreased in recent years. Chipotle CEO Brian Niccol, however, has denied these allegations.
In a call with investors, Niccol reassured customers that the company is committed to providing generous portions. He stated, “Generous portion is a core brand equity of Chipotle. It always has been, and it always will be.” Niccol emphasized that Chipotle is dedicated to offering a generous amount of delicious, fresh food at fair prices for every customer visit.
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Niccol mentioned that the company closely monitors customer feedback at all locations and provides additional training and coaching to employees at sites with outlier feedback to ensure consistency in making bowls and burritos.
Offering generous portions is a crucial part of Chipotle’s identity, and Niccol acknowledged that about 10% of locations were not meeting expectations. He stated, “So, I don’t want it to be lost on the fact that this was something where we doubled down as a system, but we really needed to train up roughly 10% of the system.”
Despite the controversy surrounding portion sizes on social media, Chipotle remains strong. The company’s stock has seen a 23% increase from a year ago, with comparable restaurant sales up by 11.1% in the second quarter of 2024 compared to 2023.
