I feel as though we’ve been over this before. Because we have. Chipotle is back in the news over ‘skimpy portions’. Social media are flooded with fan ire. But the CEO says ‘no sweat’: “You can always ask for a little more…”
An official Chipotle ‘bowl’ – as advertised in the menu ‘glam shot’…
Hunting taunts…
Back in 2024, then-CEO Brian Niccol countered social complaints that Chipotle was skimping on its portions with a firm denial: “There was never a directive to provide less to our customers,” adding, “Generous portions is a core brand equity of Chipotle. It always has been, and it always will be.”
Dissatisfied customers were skeptical then. And they are voicing their displeasure with what they call small servings again.
Doubling down
When asked about the ongoing controversy in a recent interview, the current CEO Scott Boatwright (left) told Yahoo! Finance. “It has always been our brand ethos, and it is still, to this day. We serve big beautiful bowls and burritos. Full stop, no questions asked.” But he went even further: “If you want more, just ask the team member. I promise you there’s never a team member on that line that’s going to say no.”
Alas… Angry social media posters say Boatwright is ‘out of touch with his fans’. And his ‘just ask for a little more’ comment doesn’t reflect the reality of the Chip-otle experience customers are seeing these says.
Not just unhappy…
Chipotle fans venting their dissatisfaction online are more than just unhappy. There are always those who have something negative to say about something. But the current controversy is more like full-on backlash.
One commenter opines as Chipotle is, “getting eaten alive by their competitors.” And attacked Boat-wright personally, calling him ‘clueless’.
Another was more specific: “[The] CEO is one of the most out of touch people I’ve seen. […] Sad because they could be blowing past everyone at this point. At one point, it was a cult following.”
“What about the huge amount of people who order online?” a third asked. “Train your employees to put [on] a good amount. It’s not that hard. You are the CEO.”
“Well, yea, they don’t say ‘no’.” yet another said, apparently drawing on firsthand experience. “They say, ‘I’ll have to charge you for double meat’.”
My take
Chipotle painted itself into a corner with its ‘core brand equity’ of ‘generous portions. The rocketing cost of food has made fulfilling that promise harder and harder since the COVID era. And it’s not surprising to a neutral observer that something had to give.
But I think the problem, as such, is not at the corporate level. There may well be a standing directive to respond in the affirmative when customers ask for a little more’. But I can see operators, at the in-dividual location level, trying to cut corners to save costs. And I can see the frontline employees, who make Chipotle entrées right in front of their customers, fearing ‘consequences’ if they don’t keep the boss happy.
So… On one hand, it’s not fair to blame Boatwright for skimpy portions. But on the other, it appears there is an unfortunate disconnect between corporate and the front line. And that is something Boat-wright needs to do something about. A clear directive, from the top, would do a lot to clarify the policy to everyone down the line. And take pressure off resto managers and staff…
~ Maggie J.