Chipotle’s recent burrito bowl posts fuel theories about portion size and ’shrinkflation
For months, some TikTokers have discussed the perceived decline of Chipotle’s portion sizes and quality, and users are starting to see a response from the fast food chain.
On July 24, Jeanine Amapola (@jeanineamapola) made a video talking about the “downfall of Chipotle.”
“I feel like the quality is not there, the price has increased for literally a scoop of guacamole,” she says. “I still think the food is decent, but since becoming a Cava girl, I can’t go back.”
On Oct. 4, a TikToker named Candace (@candacce) posted a video claiming to have figured out Chipotle’s newest marketing strategy, referencing Amapola’s video.
Based on several pictures and videos she’s seen, Candace believes that Chipotle is directly responding to Amapola’s post and is using influencers to push back on the discourse that the portion sizes for burrito bowls are too small.
“Whoever made that downfall of Chipotle video, I’m pretty sure Chipotle saw it,” she says in her post. “Why is there all of a sudden a bunch of influencers showing off their burrito bowls, but they’re the size of this?”
Although Chipotle is posting full burrito bowls on its social media platforms, several TikTokers are still skeptical.
“My bowl is always like a teaspoon of rice and a table spoon of protein,” replied @not.kepa.
“I remember when the portions were huge and a bowl was $7,” commented @crimsonclover.candles.
Plenty of users have complained about small portion sizes in the past, but Chipotle workers have responded, letting them know that the serving sizes aren’t their fault because they are mandated by corporate decision-makers.
“When the customers complain about the online portions but we’re required to give you chipotle portions by the book,” wrote @alicia.m.gardener in her post.
This isn’t the first time consumers have complained about the shrinking portions in their food. In August, a woman went viral on TikTok after sharing a video of her opening a bag of chips that was allegedly only a quarter full.
“Why is there so little in the bag” says @ladyelysiumasylum in her post.
She and other TikTokers have discussed the concept of shrinkflation before, which is when products become smaller while staying the same price. Chipotle customers are no different.
“They saw that downfall of Chipotle video and they were like, ‘Let’s just gaslight everyone.’
In The Know by Yahoo reached out to Chipotle and hasn’t received a response.
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