Topline
Some Chipotle fans are convinced the fast casual chain serves up bigger portions if customers videotape employees, a rumor that went viral after customers began filming workers making their food and leaving mid-order if the portion sizes looked too small–but the company told Forbes this rumor isn’t true, insisting portions have stayed the same and sticking a camera in a staff member’s face does not guarantee more guac.
Key Facts
Following allegations Chipotle had decreased its food portion sizes, customers began walking into stores, filming workers making their order and then walking out mid-order if the portions seemed small—leading rumors to circulate online that the company told its employees to give larger portion sizes to customers who film.
This Chipotle “hack” has gone viral on social media, with some customers claiming they did get more food while recording, but Chipotle told Forbes this isn’t true and the company “did not issue instructions regarding filming.”
The complaints started after TikToker and food reviewer Keith Lee posted a Chipotle food review earlier this month—with over 16.5 million views—where he complained about a lack of chicken in his burrito bowl, saying the “portions been crazy low.”
Chipotle even poked fun at this supposed hack, posting a TikTok video of people standing at a Chipotle counter with their phones out, with the caption “POV u work at Chipotle rn.”
Laurie Schalow, chief corporate affairs and food safety officer at Chipotle, told Forbes “there have been no changes in our portion sizes, and we have reinforced proper portioning with our employees.”
Schalow also said customers have the option of customizing their orders and telling employees if they want more, or less of a food item, though the company charges between $3.65 and $5.40 for extra protein.
Key Background
In his video from May 3, Lee reviewed three Chipotle food items: chicken tacos, a chicken burrito bowl and a steak quesadilla, which he previously went viral for. Though he rated the tacos the highest at an eight out of 10, he gave the burrito bowl a two out of 10 and the quesadilla a 2.5 out of 10. Lee has ranked Chipotle in the past: After posting a viral video of a Chipotle quesadilla hack in 2022, where he added fajita veggies to his order, Chipotle released the “Keithadilla,” and allowed customers to also add fajita veggies to their quesadillas, which wasn’t previously allowed. In his original review, Lee gave the Keithadilla a 10 out of 10, but he gave the quesadilla a 2.5 out of 10 in his most recent review, saying “something changed” with the food quality. He also added he “used to love Chipotle,” but the food does “not hit the same.”
Tangent
Earlier this month, Chipotle reported its share price—which was up 44% year-to-date—hit an all-time high, and the company had a market capitalization of $89 billion. Other fast casual restaurants like Sweetgreen, Cava and Wingstop have seen similar growth, something TD Cowen analyst Andrew M. Charles told Forbes was the latest evidence of the “strong fast casual backdrop.” Investors are reportedly moving away from traditional fast food restaurants like McDonald’s, Wendy’s and Burger King—which have all been in the red this year—to these fast casual options. This may be due to the fact that some fast food brands’ prices have consistently increased since 2021, reportedly leading customers to either eat at home, or seek out dine-in options for a better value.
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