Chipotle’s $50 Million Plan to Meet Demand for Bigger Bowls

Chipotle has taken action to address customer requests for larger portion sizes by investing a significant sum of money to meet their demands.

Over the course of the last year, numerous TikTok videos have gone viral showcasing Chipotle customers’ “hacks”for getting larger portion sizes from the restaurant. These videos claimed that the portions were shrinking.

One popular hack that gained widespread attention involved individuals going into Chipotle and recording their interactions with servers, with the intention of receiving larger portion sizes if the servers were aware they were being filmed.

A study was carried out to examine the size of the burrito bowls, in which Zachary Fadem, a Wells Fargo analyst, and his team purchased and measured 75 burrito bowls.

The research revealed that the weight of the heaviest bowl was 47% higher than that of the lightest. In the case of digital orders, the difference was even more significant, with the heaviest bowl being 87% heavier than the lightest. This led them to conclude that there was a noticeable inconsistency in portion sizes.

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Chipotle has acknowledged customer feedback and intends to expand the portion sizes available at its stores.

According to Chipotle’s CEO, Brian Niccol, approximately 10% of the company’s 3,500 restaurants have portion sizes that are considered outliers.

In order to rectify this issue, the chains with inadequate portion sizes will undergo additional training to ensure that the correct portion sizes are being served. This may result in a potential cost of $50 million for the company.

Despite this, Niccol emphasized that Chipotle’s generous portion size is a key aspect of their brand equity and will continue to be for the foreseeable future.

According to Bloomberg, Jack Hartung, the chief financial officer of Chipotle Mexican Grill, stated that the addition of this new incentive would ensure that each customer receives two generous servings of rice and four ounces of meat.

Additionally, Chipotle has gained widespread attention for their use of a certain protein option in their burritos known as barbacoa. However, it has been discovered that the majority of individuals are unaware of what this protein actually is.