Chipotle CEO Brian Niccol has been widely mocked for his response to customer complaints that the restaurant's portions are too small.
In a TikTok video posted by Fortune last month, Niccol addressed online criticism of Chipotle, specifically claims that portions of meat and vegetables served in bowls have been reduced. However, according to Niccol, those claims are not necessarily accurate, as he expressed how customers can indicate when they want larger portions of food.
“First, I can tell you that the portions have not been reduced. One of the things I think is great about Chipotle is that if you walk into the restaurant and you want a little more rice, or you want a little more pico,” he said, pointing to the side shrug that customers should do at this situation.
He also praised Chipotle workers for abiding by customers' subtle requests for more food on their plate.
“And usually our guys and women give them a little more scoop,” he said. “We always want to give people big portions that get them excited about food. It's kind of who we are. These are large burritos. “They are big bowls.”
Niccol once again shared Chipotle's values, although he noted that if customers want additional amounts of meat on their plates, they have to pay an additional fee.
“Our goal is to give people great experiences,” he said. “Now, if you want to double the amount of meat, you have to pay for it. But our goal is to get people really excited about what I think is really delicious food.”
In the comments of the viral video, several people mocked Niccol's recommendation for customers who want larger portions.
“'Shrug our disappointed employees and then they'll give you more' – Chipotle CEO,” one joked.
“Can't wait to see the nodding Chipotle videos!” another added, while a third wrote: “I'm saving this and taking it to Chipotle.”
However, other viewers claimed that the portions served by Chipotle have become smaller, even though Niccol said that was not the case.
“Chipotle portions just got smaller, especially if you order online and they don't taste as good,” said one.
“I don't think I've ever been to a Chipotle as a regular,” another joked about Niccol.
This isn't the first time the fast food chain has addressed customer concerns about portion sizes. In a statement shared with People Last month, Chipotle's director of corporate affairs and food safety, Laurie Schalow, said that “there have been no changes in [the company’s] portion sizes.” He also clarified that customers can always ask if they want more or less food, while their bowls or burritos are being prepared.
“Our intentions are to provide a great experience every time, and our meals have always been completely customizable so guests can vocalize or digitally select their desired portions by choosing from the list of real ingredients,” Schalow explained.
The online debate over Chipotle's portion sizes 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, through the business's app, and noted that he was not happy with the chicken dish, due to its taste and lack of chicken.
“And the amount of chicken there is…visually there are only like four pieces of chicken,” he said, looking at his plate. He also criticized the taste of the chicken, adding: “This almost tastes like honey chicken, it doesn't have any spice.”
The independent has contacted a Chipotle representative for comment.
