In a recent investigation, Wells Fargo restaurant analyst, Zachary Fadem, addressed the Chipotle burrito “weight debate” sparked by customers on TikTok. These customers accused Chipotle of skimping on food portions, leading to a viral trend of filming employees as they crafted burrito orders. Chipotle CEO Brian Niccol clarified that portion sizes have not changed, emphasizing the company’s commitment to providing generous portions. Fadem and his team conducted a study where they ordered and weighed 75 burrito bowls from 8 Chipotle locations in New York City, finding significant variation in portion consistency. Some bowls weighed 33% more than others, with extremes ranging from 14 to 27 ounces, while the median weight was around 21.5 ounces. Chipotle’s chief corporate affairs officer, Laurie Schalow, explained that bowl sizes may vary based on customer ingredient selections. Portion size consistency is crucial for restaurants to manage costs and maintain reputation. Despite complaints, Chipotle’s sales have continued to grow, surpassing competitors like McDonald’s.
