Chipotle has recently faced backlash from customers who claim the chain is reducing portion sizes, leading to a social media trend where customers film their orders to persuade employees to serve more generous portions.
In response to these concerns, a team of Wells Fargo analysts conducted a study by ordering the same bowl 75 times at eight different Chipotle locations in New York City. Led by analyst Zachary Fadem, the group ordered bowls containing white rice, black beans, chicken, pico de gallo, cheese, and lettuce.
The study found significant inconsistencies in portion sizes across different locations. The median weight of the bowls was 21.5 ounces, with some locations serving bowls as heavy as 27 ounces and others as light as 14 ounces, despite identical orders.
“Consistency varied widely, with some locations serving bowls that weigh approximately 33% more than others. The heaviest digital/in-store bowls weighed 87%/47% more compared to the lightest,” Fadem reported. “While throughput is improving, order consistency remains an opportunity.”
In an interview with Fortune, Chipotle CEO Brian Niccol denied that portion sizes had decreased. “The portions have not gotten smaller,” Niccol stated. “We always want to give people big portions that get them excited about the food.”
Despite the portion size debate, Chipotle experienced a strong Q1 2024, with total revenue reaching $2.7 billion—a 14% increase from the same time last year. The chain also opened 47 new restaurants during the quarter.
Chipotle has not yet responded to requests for comments regarding the variability in portion sizes.
