Chipotle (CMG) CEO Brian Niccol is letting customers know that he hears their complaints loud and clear. The CEO finally addressed the negative chatter surrounding the restaurant’s food portion sizes, which is a topic that recently went viral on social media, sparking controversy.
After Chipotle was accused of “skimping on ingredients” in a viral TikTok video in May that shows a customer storming out of a Chipotle restaurant after being unsatisfied with the amount of food an employee was putting in his burrito bowl, many TikTok users also began to share similar experiences with small portion sizes at Chipotle.
Related: Chipotle isn’t shy about making a controversial move
A theory that alleged that if customers filmed Chipotle employees putting food in their burrito bowls, they would get larger proportions of food went viral on social media. The theory stemmed from a leaked memo that Chipotle allegedly sent to employees admitting as much. As many customers began to test out this theory, some reported that they found luck in getting larger proportions of food, but Chipotle employees began to grow frustrated with being filmed without consent.
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Chipotle CEO addresses the complaints
Even though Chipotle later denied shrinking its food proportion sizes and instructing employees to give customers more food if they spotted a camera, during a recent earnings call, Niccol further addressed the controversy.
“I want to take a minute to address the portion concerns that have been brought up in social media,” said Niccol during the call. “First, there was never a directive to provide less to our customers. Generous portion is a core brand equity of Chipotle. It always has been, and it always will be.”
Niccol also said that after surveying customers, the company found that 10% of its restaurants had “outlier portion scores,” and that those locations will undergo training.
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