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Chipotle Mexican Grill has been responding to customer concerns about perceived smaller portion sizes by increasing the amount of ingredients served in their signature bowls, burritos, and tacos. The move comes after numerous complaints from loyal customers who felt they were receiving less food for their money.
The chain is also experiencing lower profits which is being attributed to the costs associated with offering more, consistent portions.
Chipotle’s interim CEO, Scott Boatwright, spoke about the bigger portions being served at Chipotle and about how customers were sharing proof of bigger bowls and burritos on social media. He added: “We are committed to ensuring that we give the right portion to every guest that walks into the building. We know we’re delivering value for the consumer, especially in this really tight environment. And we’ll continue to lean into that.”
In recent months, social media platforms have been flooded with posts from customers expressing disappointment with the perceived decrease in portion sizes, eve . Many argued that the smaller portions detracted from the value of Chipotle’s meals.
Some even filmed Chipotle employees making their order, (going viral as the “Chipotle Phone Method”) so the employees would be prompted to give them larger portions.
The plan backfired when employees refused to be on video and called the method, “stressful and dehumanizing.”
In response to growing customer dissatisfaction, Chipotle has taken steps to address the issue as promised. The company has confirmed that they have adjusted their portioning guidelines to ensure that customers receive a more generous serving of their favorite ingredients.
In the past, Chipotle’s former CEO, Brian Niccol, copped to the downsized portions charge and reacted by announcing that customers would get more generous, and consistent portions moving forward – even re-training employees in under-performing locations to get the job done.
Subway is also facing heat for the same charge after a customer filed a lawsuit on Monday, alleging that the chain is skimping on the meats. The suit allege that advertising is “grossly misleading”, showing more meat than is actually be served.
The suit is seeking damages for customers who ordered the Steak and Cheese sub within the past 3 years.
