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The internet erupted with criticism aimed at Chipotle CEO Scott Boatwright after he suggested that customers concerned about skimpy portions should simply ask for more. This suggestion came in response to persistent complaints about shrinkflation affecting the beloved burrito chain.
Boatwright’s comments were made during an appearance on the Yahoo Finance “Power Players” podcast, where he offered advice that many found out of touch with the reality faced by consumers. His remarks seemed to overlook the financial strain many customers feel, implying that the solution to their concerns is just a simple request away.
“You should ask for a little more,” Boatwright advised host Brian Sozzi, addressing allegations that Chipotle had reduced portion sizes as a means to boost profits. He emphasized, “It has always been our brand ethos, and it is still to this day. We serve big, beautiful bowls and burritos.”
Boatwright assured listeners that Chipotle’s commitment to generosity remains unchanged. “Full stop, no questions asked. If you want more, just ask the team member. I promise you there’s never a team member on that line that’s going to say no,” he stated confidently.
The Chipotle boss added, “Full stop, no questions asked. If you want more, just ask the team member. I promise you there’s never a team member on that line that’s going to say no.”
Fans were not too keen on this DIY suggestion from Boatwright, who took over helming the chain’s 4,000-plus outlets in late 2024, amid allegations that the chain directed its workers to downsize.
“Bro, have you been to Chipotle?” spluttered one critic, while another wrote, “Save this video [for] every time you walk in.”
“If you still served ‘big beautiful’ bowls, you wouldn’t have to make this video,” a fourth fumed.
One naysayer shot, “BS. My bowls & burritos always small. Even worse if you mobile order.”
Some claimed that employees would only give you extra accoutrements at a cost.
“Straight lies they will 100% charge you double each time you say more,” warned one critic.
“Of course, they won’t say no, they’ll just add it to your bill,” scoffed another
A third wrote, “And you’ll be charged appropriately… he never once said it wouldn’t be extra lol.”
This followed a popular social media experiment called “Chipotle Camera Trick Challenge,” in which customers filmed Chipotle staff making their food, figuring that being on camera would inspire them to be more generous with the portions than the company mandated.
This prompted former CEO Brian Niccol — who has since become CEO of Starbucks — to release a statement in July 2024, declaring that there has never been a “directive to provide less to our customers.”
Laurie Schalow, chief corporate affairs and food safety officer at Chipotle, also denied they were running a shrinkflation offensive, claiming that “there have been no changes in [the company’s] portion sizes.”
“Our intentions are to provide a great experience every time, and our meals have always been completely customizable so guests can vocalize or digitally select their desired portions when choosing from the list of real ingredients,” she said, adding that customers have always been allowed to request more or less of something when ordering.
That same year, Chipotle said that it had been consistently offering “generous portions” in an effort to satisfy the social media critics.
Then interim CEO Scott Boatwright told analysts social media users were increasingly “posting big burritos, big bowls and really excited about portioning they’re getting in the Chipotle brand.”
Along with size, the chain has also come under scrutiny over portion consistency.
Amid the criticism, Wells Fargo analyst Zachary Fedam tested out a bunch of burrito bowls across NYC to see if online portions matched their brick and mortar counterparts
He discovered a major discrepancy in the sizes with the smallest bowl weighing in at just 13.8 ounces while the largest tipped the scales at 26.8 ounces