Chipotle, the popular fast-food chain known for its customizable burritos and bowls, has been facing backlash over claims of smaller portion sizes in their meals. Several social media influencers have uploaded TikTok videos expressing disappointment with the amount of food they received, leading to a wave of criticism online.
Keith Lee, a well-known food influencer with over 16 million followers on TikTok, was one of the first to speak out about his experience. In a video that has been viewed over 2 million times, he expressed dissatisfaction with the taste and quality of his Chipotle order. He struggled to find chicken in his burrito bowl and criticized the lack of flavor and cold temperature in his quesadilla.
Lee's videos sparked a social media firestorm, with many users calling on Chipotle to improve its portion sizes. Some even filmed employees preparing their orders, hoping to receive more food due to the camera pressure. However, not everyone agrees with this approach.
Chipotle has denied the claims of smaller portions and stated that there have been no changes in portion sizes. Laurie Schalow, Chipotle's chief corporate affairs officer, said in a statement that the company aims to provide a great experience every time and that their meals are customizable so guests can vocalize or digitally select their desired portions when choosing from the list of real ingredients.
Despite the backlash, some customers have encouraged others to walk out without paying if their food portions are unsatisfactory or to boycott the chain altogether. Other users are promoting what they call the “Chipotle phone method,” where customers record employees serving food to ensure greater portions. However, a Chipotle spokesperson has rejected claims that the company instructs employees to only serve bigger portions when a guest is recording them.
The controversy comes as consumers are becoming increasingly concerned about rising food prices and shrinking portion sizes in the fast-food industry. Some have even dubbed this phenomenon “shrinkflation.”
Chipotle, which has over 3,000 locations across the United States and Canada, is not the only fast-food chain to face criticism over portion sizes. In March 2023, Burger King faced similar accusations from customers who sued the chain over the size of its Whoppers. The plaintiffs argued that advertisements depict burgers that are approximately 35% larger than the ones they received in real life.
As of now, Chipotle has not announced any plans to change its portion sizes or offer compensation to dissatisfied customers. However, the company has emphasized its commitment to providing a great experience every time and encouraging guests to communicate their concerns directly with the restaurant.
