Chipotle Brings Back Larger Portions After Skimping Backlash

Although guac is still, as always, famously extra, Chipotle brass confirmed the return of heaping helpings in an earnings call on Tuesday, October 29, 2024, CNN Business reports. The move comes after a rollercoaster of shrinkflation drama that had consumers shaming the burrito behemoth all over social media. Their hungry cries even reached analysts at the financial services company Wells Fargo. In an investigation over the summer, one fast-casual avenger ordered 75 burrito bowls with chicken, white rice, black beans, pico de gallo, cheese, and lettuce from locations all over New York City. (And, notably, not Alaska or Hawaii.)

The analyst found that their weights landed all over the scale, with some clocking in 33% lighter than others. But they didn't cost 33% less. This was all in the midst of other companies like Costco fielding shrinkflation claims. Chipotle promised improvements shortly thereafter. And, in the call, Scott Boatwright, the chain's interim CEO, said that the company had kept that promise. "[W]e know that portioning is a core equity of ours in the organization, and we are committed to ensuring that we give the right portion to every guest that walks into the building," Boatwright said in the call, per The Motley Fool.

Scott Boatwright also noted that the company's remedy seems to be reflected back among the hashtag class. "We've seen strong improvement even through our social channels of people now it's a reverse of what we saw earlier in the year, around people posting big burritos, big bowls and really excited about portioning they're getting in the Chipotle brand," he said. Indeed, one customer on X, formerly Twitter, noted that their half-eaten leftovers were "bigger than a normal burrito." Additionally, Boatright said: "We also see that show up in our brand tracker and other third-party sources where value for the money, food for the money, and quality for the money exceed most of our peers in the category."

Should you wish to play along at home, the median burrito bowl tested by the Wells Fargo analysts weighed about 21.5 ounces. You can pick up a portable Amazon Basics food scale for about $10. TikTok and Instagram are free. And being the change you want to see in the world is priceless. Plus, it beats having to learn how to fold your own burrito like a pro.