Chipotle CEO Brian Niccol was widely ridiculed for his response to customer complaints that the restaurant’s portions were too small.
In a TikTok video posted to Fortune last month, Niccol addressed online criticism of Chipotle, particularly claims that portions of meat and vegetables served in bowls have shrunk. However, Niccol says those claims aren’t necessarily accurate, as he explained that customers can signal when they want larger portions of food.
“First of all, I can tell you that the portion sizes have not gotten smaller. One of the things I love about Chipotle is that if you come into the restaurant and you want a little more rice or a little more pico,” he said, making the shrug gesture that customers are supposed to make in that situation.
He also praised Chipotle employees for responding to customers’ subtle requests for more food on their plates.
“And usually our guys and girls give them a little extra,” he said. “We always want to give people big portions that make them want to eat. That’s kind of our nature. They’re big burritos. They’re big bowls.”
Niccol reiterated Chipotle’s values, but noted that customers must pay a surcharge if they want additional amounts of meat in their dishes.
“Our goal is to give people great experiences,” he said. “Today, if you want double the amount of meat, you have to pay for it. But our goal is to get people excited about what I think is really delicious food.”
In the comments on the viral video, several people made fun of Niccol’s recommendation for customers who want larger portions.
“‘Shrug your shoulders in disappointment at our employees and they’ll give you more,’ – Chipotle CEO,” one joked.
“Can’t wait to see the ‘head nod’ Chipotle videos!” added another, while a third wrote, “I’m saving this and taking it to Chipotle.”
However, other viewers claimed that the portion sizes served by Chipotle had become smaller, although Niccol said this was not the case.
“Chipotle portions have gotten smaller, especially when ordered online, and they don’t taste as good,” one claimed.
“I don’t think he was a regular at Chipotle,” another joked about Niccol.
This is not the first time the fast-food chain has addressed customer concerns about portion sizes. In a statement released with People Last month, Laurie Schalow, Chipotle’s chief corporate affairs and food safety officer, said that “there have been no changes to (the company’s) portion sizes.” She also clarified that customers can ask if they want more or less food at any time while their bowls or burritos are being prepared.
“Our goal is to deliver a great experience every time, and our meals have always been fully customizable, allowing guests to say their desired portions out loud or select them digitally when choosing from the list of real ingredients,” Schalow explained.
The online debate over Chipotle’s portion size first went viral in May when food critic Keith Lee posted a viral video about his experience. In his TikTok video, he shared what he ordered at the restaurant via the company’s app and noted that he was dissatisfied with the chicken bowl due to its taste and the lack of chicken in it.
“And the amount of chicken that’s in there… visually it’s only about four pieces of chicken,” he said, looking down at his bowl. He also criticized the taste of the chicken, adding, “This tastes almost like honey chicken, it’s almost not seasoned at all.”
The Independent has reached out to a Chipotle representative for comment.
