(RepublicanJournal.org) – Controversies around fast food are nothing new. McDonald’s came under fire for using beef fat in its fries, Taco Bell was accused of using mystery meat, and Burger King allegedly ripped off McDonald’s Big Mac in the 1990s. Now, Chipotle, which has 3,500 locations, is having its moment in the spotlight as many customers claim their portion sizes are growing smaller and smaller. The CEO of the chain is now speaking out.
During an earnings call on Wednesday, July 24, CEO Brian Niccol addressed the claim, saying “there was never a directive to provide less to [its] customers.” However, he acknowledged that the overwhelming feedback — thousands have complained about portion sizes — “caused [the company] to relook at our execution across [its] entire system.” Now, he says, Chipotle will make the “generous portions” it advertises more consistent across its location.
To do that, Niccol says the company is “reemphasizing training and coaching around ensuring [it is] consistently making” its products correctly.
The claims of “shrinkflation” began in May, when a TikTok food critic posted a video of his meal, which appeared to be missing the chicken. That caused several others to chime in with their experiences. The entire trend prompted a Wells Fargo analyst to test the theory.
Along with his team, Zachary Fadem ordered 75 burrito bowls with the same variables from eight different New York City locations, and what they found was shocking. There was a vast difference in the size of some of the bowls. Fadem and his team weighed each of them. The largest and smallest weighed 27 ounces and 14 ounces, respectively. The median weight was 21.5 ounces. Niccol made it clear that customers are allowed to ask for more while they’re at the window, for no additional cost on most ingredients.
Despite the controversy, Chipotle has not suffered financially. This is a proactive measure the company is taking to ensure its customers remain satisfied.
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