Chipotle’s CEO is encouraging diners who want larger helpings in their burritos or bowls to simply ask politely at the counter.
Former CEO Brian Niccol addressed widespread customer complaints about portion sizes in a Fortune interview that went viral on TikTok in 2024. He said the chain’s portions have not gotten smaller and reminded customers that employees will usually add a little extra rice, beans, pico de gallo or other non-premium items at no charge when asked.
“If you want a little more rice or you want a little more pico, all you gotta do is kind of like [give a look],” Niccol said, stressing the company’s goal of delivering big portions that excite people about the food.
He was clear, however, that double meat or premium add-ons still cost extra.
@fortune Chipotle CEO: Our portion sizes aren’t getting smaller—but you can get more rice or pico by giving a look. #chipotle #chipotleportions #chipotleorder #ceo #portionsizes #business #businesstiktok #businesstok #food #foodie #foodtok #restaurant #fastfood #mexicanfood #burrito #dinner #eat #news #chipotlehacks ♬ original sound - Fortune Magazine
The comments came after months of social media videos accusing Chipotle of shrinking servings while prices rose. Diners across the country, including in North Texas, shared footage of what they called skimpy bowls and burritos.
Interim CEO Scott Boatwright later echoed the message during earnings calls, noting the company has focused on “consistent and generous portions.” He told customers that asking for more is in line with Chipotle’s long-standing “abundance” ethos and that team members are trained not to turn down polite requests.
The advice has sparked lively debate online. Some diners say the tip helps them get better value and a fuller meal, while others point out that extra protein still comes with a price tag. Chipotle has responded to the broader conversation by retraining staff at some locations and emphasizing portion consistency.
The fast-casual chain, with multiple locations across the Dallas-Fort Worth area, continues to draw large crowds despite the occasional complaint. Officials say the company remains committed to delivering the generous servings it’s known for while keeping prices competitive.
