Chipotle CEO Brian Niccol has been widely ridiculed for his response to customer complaints that the restaurant's portion sizes were too small.
In a TikTok video posted by Fortune last month, Niccol addressed online criticism of Chipotle, specifically claims that the amount of meat and vegetables served in bowls has been reduced. However, according to Niccol, this claim isn't necessarily accurate because it's how customers signal when they want more food.
“First of all, I can tell you that the portions have not been reduced. “One of the great things about Chipotle is that you can come in and ask for a little more rice or a little more pico,” he said, giving the sideways shrug that a customer should. situation.
He also praised Chipotle employees for listening to customers' subtle requests to add more food to their dishes.
“And usually our men and women give them a little more information,” he said. “We always want to serve people big enough to get them excited about food. That's kind of us. This is a big burrito. “It’s a big bowl.”
Niccol once again shared Chipotle's values, noting that if customers want extra meat in their dishes, they have to pay extra.
“Our goal is to give people a great experience,” 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 video, many people ridiculed Nicole's recommendations for customers who want larger portions.
“'Give our people a shrug of disappointment and they'll give you more.' -Chipotle CEO,” one person quipped.
“I want to see the ‘head nodding’ Chipotle video!” Another added: “I’m going to save this and take it to Chipotle,” a third wrote.
However, other viewers claimed that Chipotle's portions have become smaller, despite Niccol saying that's not true.
“Chipotle portions are smaller. Taste not as good especially if you order online,” one person claimed.
“I don’t think he’s ever been to Chipotle as a regular customer.” Another person joked about Niccol:
This isn't the first time a fast food chain has addressed customer concerns about portion sizes. In a statement shared with people Last month, Laurie Schalow, Chipotle's chief corporate affairs and food safety officer, said: [the company’s] Portion size.” She also made it clear that customers can always ask if they want more or less food while making their bowl or burrito.
“Our intention is to provide a great experience every time, and our meals have always been fully customized, allowing guests to select their desired portions with their voice or digitally when choosing from a list of physical ingredients,” Schalow explained. .
The online debate over Chipotle's portion sizes first went viral last May when food critic Keith Lee posted a viral video about his experience. In his TikTok video, he shared the food he ordered from a restaurant through a business app and mentioned that he didn't like the taste of the chicken bowl due to its lack of chicken.
“And the amount of chicken… visually, there are only about four pieces of chicken,” he said, looking down at his bowl. He also added about the taste of the chicken, “It almost tastes like honey chicken and there's no seasoning at all.”
Independent We've reached out to a Chipotle representative for comment.