Chipotle Mexican Grill has built its fast-casual burrito dominance largely on consistency and size.
Amid a storm of customer complaints on social media, accusing the chain of serving smaller portions in their burritos and burrito bowls, Chipotle’s chief executive, Brian Niccol, firmly denied that the company’s portion policies had changed.
“First, there was never a directive to provide less to our customers,” he said during an earnings call Wednesday.
“Generous portion is a core brand equity of Chipotle.
It always has been, and it always will be.”Still, Mr. Niccol said the complaints had led him to re-examine Chipotle’s practices across its operation.
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