Business
business
Max Knoblauch
6/6/24

Chipotle has a burrito surveillance problem

For months, Chipotle customers on TikTok and X have theorized that the chain is holding back on its scoops, doling out significantly smaller portions despite multiple price hikes.

Last month, food critic Keith Lee (who's partnered with Chipotle in the past) joined in, reviewing a chicken bowl that he claimed only contained four pieces of chicken. The chain pushed back, with CEO Brian Niccol telling Fortune that the portion-skimping accusations were unfounded. Around this time, customers began filming their orders as a theory went viral that workers would be more generous with proteins with a camera in their faces.

Chipotle workers haven't enjoyed the trend and are venting on the company’s subreddit. "The issue is above us and I’m just trying not to get fired," reads one post.

The problem may lie in Chipotle's lack of portion standardization (something food prep robots may help). Unfounded theory or burrito conspiracy, the issue could become more serious for the fast casual restaurant: more than half of its customers are millennial or Gen Z.

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Speaking at a trade show Monday, VW CEO Oliver Blume said the automaker is in advanced talks on a deal to limit its own tariff burden. Volkswagen reported a tariff cost of $1.5 billion in the first half of the year.

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