A series of popular videos on TikTok has sparked a protest against Chipotle Mexican Grill’s portion sizes, with users encouraging tactics such as walking out without paying or filming workers to pressure the chain into providing larger servings.
When Chipotle began expanding across the United States over two decades ago, it was known for its generous portion sizes. However, recent social media trends indicate a shift in customer satisfaction. Young customers on TikTok claim they are receiving smaller portions, prompting them to share their grievances online.
Over the past month, TikTok users have devised various viral tactics to protest what they perceive as skimpy portions, including leaving the restaurant without paying and filming workers to ensure larger portions. These claims, though anecdotal and sometimes conspiratorial, have gained enough traction that Chipotle has felt compelled to respond.
“There have been no changes in our portion sizes, and we have reinforced proper portioning with our employees,” said Laurie Schalow, Chipotle’s chief of corporate affairs and food safety, in a statement.
The complaints gained momentum on May 3 when TikTok food critic Keith Lee posted a review to his 16 million followers, estimating that his $12 bowl included only “four pieces of chicken, visually.” On the same day, influencer Drew Polenske proposed flooding the Chipotle app with bad ratings to demand larger portions, a plan that quickly gained popularity.
Isaac Francis, a 25-year-old model and influencer in Los Angeles, joined the movement after noticing smaller portions and higher prices at his local Chipotle. Inspired by other TikTok videos, Francis filmed himself ordering a bowl and walking out without paying when he felt the portion was insufficient. His video received over 114,000 likes.
While some influencers claim they are advocating for consumer rights, others argue that these actions unfairly target Chipotle’s employees, who earn an average of $17 an hour. A thread on the Chipotle subreddit calling for customers to stop recording employees sparked a heated debate, with over 1,000 comments.
Erin Wolford, a Chipotle spokeswoman, emphasized the importance of treating employees with respect. “Filming does not result in larger portion sizes,” she said in a statement.
Chipotle’s chief executive, Brian Niccol, has denied claims of reduced portion sizes. In a video interview with Fortune magazine, Niccol suggested that customers could get more toppings by subtly nodding at the employee behind the counter—a comment that has been widely mocked online and has further fueled the controversy.
Despite the company’s assurances, critics like Polenske remain unconvinced, indicating that the dispute over portion sizes is far from resolved. “They didn’t address the concerns,” Polenske said.
