Chipotle Mexican Grill is addressing recent controversies surrounding portion sizes while reporting its latest financial results. The fast-casual restaurant chain, known for its customizable burritos and bowls, has faced criticism from customers claiming their serving sizes have diminished.
The company recently acknowledged that approximately 10% of its locations showed concerning portion scores in consumer surveys. In response, these establishments will undergo additional training to ensure consistency in serving sizes. During the company’s Q3 earnings call, Chief Operating Officer Scott Boatwright noted a significant improvement in portioning metrics, reporting a 500-point increase compared to spring measurements.
The controversy emerged after customers took to social media platforms to express dissatisfaction with allegedly shrinking portion sizes. While Chipotle initially rejected these claims, former CEO Brian Niccol later addressed the issue during the Q2 earnings call, emphasizing that generous portions remain fundamental to the brand’s identity and confirming that no corporate directive existed to reduce serving sizes.
To maintain portion consistency and operational efficiency, Chipotle is investing in new equipment, including food slicers and double-sided grills. This initiative comes as the company faces nearly 30% higher food and beverage costs across its primary ingredients.
The restaurant chain’s history of generous portions previously allowed customers to receive extra servings of most ingredients without additional charges. This policy led to various “menu hacks” being shared across social media, where customers would request double portions of non-premium ingredients and additional tortillas to maximize their meals. In response to these tactics, Chipotle began charging for side tortillas in 2020.
In its latest financial report, Chipotle revealed a 13% revenue increase to $2.8 billion compared to the previous year, slightly below analyst expectations of $2.85 billion. Comparable sales grew by 6%, missing the projected 6.38%. However, earnings per share surpassed analyst forecasts, rising 17.4% to $0.27, though the company’s stock experienced a more than 7% decline during Wednesday’s trading.
Looking ahead, Chipotle maintains an optimistic expansion outlook. The company projects comparable restaurant sales growth in the mid to high-single-digit range for the remainder of the year, with plans to open between 285 and 315 new locations. For 2025, the expansion target increases to 315-345 new company-operated restaurants, with more than 80% featuring Chipotlanes for online order pickup.
These developments come as Chipotle continues to adapt to changing market conditions and consumer expectations. Despite recent
controversies and challenges, including inflation-driven price increases and portions scrutiny, the company’s stock has demonstrated strong performance, posting a 23% year-to-date growth.
The restaurant chain’s commitment to addressing portion consistency while maintaining profitability reflects the delicate balance between customer satisfaction and operational efficiency in the competitive fast-casual dining sector. Through equipment upgrades, staff training, and transparent communication about portion policies, Chipotle aims to preserve its reputation for value while navigating increased operational costs and evolving consumer preferences.