Chipotle has recently come under fire from diners who claim the fast-casual chain is providing inconsistent and smaller servings. This frustration sparked a social media trend where customers film staff during the assembly process, hoping the camera’s presence will pressure employees into providing larger portions.
To investigate these claims, a team of analysts from Wells Fargo, led by Zachary Fadem, conducted a field test across eight different New York City locations. The team purchased 75 identical chicken bowls containing white rice, black beans, salsa, cheese, and lettuce to measure variations in weight.
The experiment confirmed that servings fluctuate significantly. While the average bowl weighed roughly 21.5 ounces, the researchers found a massive disparity between locations; the heaviest bowl weighed 27 ounces, while the smallest was nearly half that size at just 14 ounces. Fadem noted that some digital and in-store orders weighed as much as 87% more than the lightest versions, suggesting that order consistency remains a major issue for the brand.
Despite the data and public outcry, Chipotle CEO Brian Niccol recently maintained that the company has not reduced its serving sizes. He stated in an interview that the goal remains to provide generous portions that satisfy customers.
Even with the “skimping” controversy, Chipotle’s business remains robust. The company reported a 14% revenue increase in the first quarter of 2024, bringing in $2.7 billion and expanding its footprint with 47 new locations.