Chipotle CEO Brian Niccol announced that the company will be serving bigger portions at all restaurants, following customer complaints on social media about smaller servings. Niccol stated that there was never a directive to provide less food to customers, but feedback prompted a reevaluation of portion sizes. About 10% of locations were identified as needing retraining to meet company standards. Niccol emphasized that generous portions are a core brand equity of Chipotle, and the company is already seeing positive consumer feedback from these changes.
Social media influencers, including TikTokers, had previously posted videos complaining about Chipotle portion sizes, which led to a viral trend of filming workers preparing food to potentially get larger portions. Despite the negative social media attention, Chipotle reported strong quarterly earnings and revenue, with higher restaurant traffic and same-store sales. The company’s stock rose after the announcement of increased portion sizes, despite concerns about the health of the restaurant industry.
Demand for Chipotle’s food peaked in April, and Niccol noted that same-store sales were up 6% in June. Despite the backlash on social media, traffic to restaurants increased by 8.7%. The company’s stock had previously slid, but the announcement of larger portions helped boost investor confidence. Chipotle’s focus on customer feedback and ensuring consistent portion sizes has resulted in a positive response from consumers and investors alike.
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