Chipotle, Do Better Next Time.

Craving a quick, tasty bite in the bustling streets of Manhattan? Chipotle often hits the spot for me! However, whether I end up with a mountain or a molehill in the bowl can hinge on the server’s mood or experience level. I’m not the only one who has noticed this inconsistency. TikTok comedian Ryan Lynch’s “A Tip for Chipotle” video addressing this issue went viral last October. My comment on how Chipotle managed this crisis: I love Chipotle, but seriously, do better!

What happened

This social media crisis is not a single unit story. Ryan Lynch has been posting videos about Chipotle since January 2023, and he continued to advocate for standardized Chipotle portion sizes in the later months of the same year. In “A Tip for Chipotle,” he suggested changing the current spoon to a measuring cup so customers can achieve consistency and better manage expectations. Even if Chipotle wants to cut costs, a half size measuring cup would do. This video generated 5.5 million views, over 840,000 likes, and more than 20,000 comments.

Lynch garnered advocacy from all quarters. The top-liked comment was, “We’re voting you as the new CEO of Chipotle,” which, with 132K likes, kind of speaks for itself. People commented with similar experiences and complaints about Chipotle’s serving sizes: “My Chipotle bowl last week literally had 5 pieces of chicken,” and “How about cheese portions! It depends on the size of the person’s hands!” “…got CAVA. I tried.” People tagged Chipotle in the comment section and waited for a response from Chipotle.

How did the brand manage the crisis? Did the way they manage the crisis help the brand image?

What surprised me is that Chipotle did NOTHING throughout the year — until December, when an Ad Age article revealed Laurie Schalow, Chief Corporate Affairs Officer at Chipotle, wrote in a email to Ad Age that, “We have not changed our portion sizes, and we continue to receive praise for the incredible value our entrees offer.” I don’t think this an accurate response. Saying “we have not changed our portion sizes” suggests Chipotle has a standard size, but that is not actually the case. Moreover, it does not address how to improve the issue of ever-changing portion sizes.

Chipotle’s brand image jumped to the bottom in my heart after this crisis. I love Chipotle for its taste and convenience, but it ignoring customers’ feedback is really a red flag. It almost didn’t manage anything, and the late response helped nothing. Lynch thought this was ridiculous and followed up with more videos on similar themes. His most recent one has over 260k views. From the comment section, I see that complaints about Chipotle’s serving size are still an ongoing hot topic, and many customers have switched to CAVA!
What’s worse than customers going to your competitors?

Screenshot (Chipotle). This is so much better than its silent social media crisis management.

Conclusion/Improvement: Could Chipotle have avoided this?

Maintaining consistent portion sizes is challenging, but I do believe that addressing this issue through employee training and designing a more efficient feedback and improvement system would be beneficial.

The issue itself is one thing, while how they manage social media is another. As I write, I seriously wonder if Chipotle engages in any social media listening. Could they have avoided this crisis? Absolutely!

1. Respond faster. Months of reply time is too long; days are acceptable. This isn’t too much to expect from an excellent fast-casual food chain with 3400+ stores. Chipotle could engage in active social media listening and take action sooner to avoid long-term negative sentiment about the brand.
2. Personalized responses and problem-solving. Social media has simplified direct communication between brands and customers. Chipotle has the opportunity to engage directly with Lynch by replying in the comment section, clarifying any strategic decisions regarding portion sizes, and inviting customers to request for portion size adjustments when necessary. This level of direct engagement showcases Chipotle’s commitment to valuing each customer’s opinion and understanding their needs.
3. Utilize the official account. Chipotle should harness the power of its own social media presence as a vital link between the brand and its audience. By actively demonstrating appreciation for customer feedback and committing to continual enhancements in its own posts, Chipotle can reinforce its dedication to customer satisfaction and brand integrity.

Leverage social media to better deliver the brand message, communicate, and build a positive brand community. Why else would you create a social media account, Chipotle? Social media is such an efficient platform for brands to develop a positive image and enhance loyalty, yet Chipotle missed the opportunity. Even worse, by doing nothing to resolve the social media crisis, it garnered more negative sentiment about the brand and apparently lost some customers. I enjoy dining at Chipotle, but seriously, can you do better at managing social media?

p.s. I also discovered that these viral videos have led to new purchases at Chipotle, likely keeping the brand at the forefront of people’s minds. The long-term impact, however, remains uncertain.