Chipotle CEO Brian Niccol is facing widespread criticism for his response to growing customer complaints about the restaurant’s portion sizes. In a recent TikTok video shared by Fortune, Niccol addressed allegations that Chipotle has reduced the amount of meat and vegetables served in their bowls, a claim that has sparked significant online debate.
Niccol dismissed these concerns, insisting that the portion sizes have not decreased. He suggested that customers who want larger portions can simply ask for more. “One of the things I think is great about Chipotle is if you come into the restaurant and you want a little more rice or pico, you can just ask,” Niccol said, demonstrating a casual shrug that he believes customers should use to signal their request.
Niccol also commended Chipotle employees for responding to these subtle requests, noting that they typically accommodate customers with extra servings. “Usually, our team members will give a little extra,” he said. “We always want to provide big portions that excite people about our food. That’s who we are. These are big burritos and big bowls.”
However, Niccol emphasized that if customers want extra meat, they will have to pay an additional fee. “Our goal is to give people great experiences,” he stated. “But if you want double the meat, you’ve got to pay for it. We want to get people really excited about what I believe is really delicious food.”
The TikTok video quickly went viral, with many viewers mocking Niccol’s advice. One commenter sarcastically wrote, “‘Give our employees a disappointed shrug, then they will give you more’ – Chipotle CEO.” Another joked, “Can’t wait to see the ‘head nod’ Chipotle videos!”
Despite Niccol’s reassurances, some viewers insisted that the portion sizes have indeed shrunk. “Chipotle portions got smaller, especially if ordered online, and it doesn’t taste as good,” one user claimed. Another added, “I don’t think he has been to a Chipotle as a regular customer.”
This controversy is not new for Chipotle. Last month, Laurie Schalow, Chipotle’s chief corporate affairs and food safety officer, reiterated in a statement to People that the company had not altered its portion sizes. Schalow also emphasized that customers can always request more or less food while their meals are being prepared.
The debate over Chipotle’s portion sizes gained traction in May when food critic Keith Lee posted a viral TikTok video criticizing the amount of chicken in his order. “There’s only like four pieces of chicken, visually,” Lee commented, also expressing dissatisfaction with the flavor, which he described as lacking spice.
As the discussion around portion sizes continues, Chipotle finds itself navigating a challenging landscape of customer expectations and online scrutiny.