Frustration over portion sizes at Chipotle has reached an all-time high, and one customer quite literally took matters into her hands the other day. Patrons in a busy Chipotle were in shock as a woman who didn’t like the meager amount inside her bowl jumped behind the counter and started to try to make her meal.
The incident, though astounding, seems to be but the latest flare-up of an ongoing saga surrounding Chipotle’s allegedly shrinking portions-a controversy that has been simmering since mid-2024. It was then that a TikTok influencer by the name of Keith Lee triggered the debate with his now-viral review of a Chipotle bowl that included just four lonely pieces of chicken. Lee’s review triggered an avalanche of consumer complaints; some customers even began videotaping service staff in the hope of embarrassing them into doling out more generous portions.
For its part, Chipotle denied any official portion reduction. “We always encourage our customers to let us know their requests,” the company said in response. But the complaints persisted, and Wells Fargo analysts decided to investigate further.
In one study of 75 identical orders from eight New York City Chipotle locations, researchers found portion sizes ranged from a petite 14 ounces to a whopping 27 ounces, with a median weight of 21.5 ounces.
While consumers got louder, Chipotle listened. The company’s interim CEO Scott Boatwright vowed to change last November 2024, promising “consistent and generous portions across every restaurant.” “We’re committed to making every guest leave with satisfaction every time,” said Boatwright.
But for some, it couldn’t come soon enough. This isn’t the first incident of a customer taking a meal gone wrong to new extremes. In 2023, one frustrated patron in Parma, Ohio, hurled a burrito bowl at an assistant manager in a heated dispute over delays and dissatisfaction with her order. This is the first recorded instance, however, of a customer trying to channel their inner Chipotle chef.
Joking aside, the incident encapsulates a larger issue at play for fast-casual dining chains-managing customer expectations through these times of viral scrutiny. Four chicken pieces or a customer line-cook, whatever, this Chipotle portion-size saga just reminds one that big dramas can arise out of small details.
