In response to online backlash regarding uneven portion sizes in its Burrito Bowls, Chipotle CEO Brian Niccol has announced that the company will implement a new policy to ensure consistent and generous servings for all customers. The move comes shortly after Chipotle unveiled plans to target "young urban male office workers" with a new menu offering.

According to customer surveys, approximately 10% of Chipotle's 3,500 restaurants have been reported to have outlier portion sizes. During the second-quarter earnings call on July 24, Niccol confirmed that efforts are underway to standardize larger serving amounts throughout all locations.

Previously, Chipotle executives denied any alterations to portion sizes, with former CEO Steve Ells stating last month that the chain served "quite generous" portions. However, the company has decided to make changes following the social media backlash.

In a bid to address the discrepancy, Chipotle plans to mentor and educate staff members, while closely examining locations where portion sizes differ. Chief Financial Officer Jack Hartung revealed that the company aims to provide each customer with 4 ounces of meat and two generous scoops of rice.

Implementing this new proposal is estimated to cost the fast-food chain $50 million, but Niccol believes it is a worthwhile investment to both satisfy existing customers and attract new ones. "Generous portion is a core brand equity of Chipotle. It always has been, and it always will be," he emphasized.

The controversy surrounding portion sizes began in May when Chipotle faced allegations of scrimping on ingredients. Social media users claimed that larger portions were given to customers who recorded their orders being prepared. While many customers attempted to test the theory, Chipotle ultimately denied these claims.

Alongside the portion size issue, Chipotle recently introduced a limited-time offering on its app aimed at its perceived core customer base - "young urban male, suited and booted office workers." These individuals, colloquially known as "Chipotle Boys," are said to frequently order from the Mexican restaurant chain.

To attract the attention of this target market, Chipotle unveiled a discounted listing called the Chipotle Boy Bowl, featuring a bowl image collage, a spreadsheet, and a group of finance experts, accompanied by the message "You know who you are."

Bustle, an outlet reporting on consumer trends and preferences, discovered that Chipotle fulfilled the criteria sought by many dedicated customers: speed, convenience, and nutritional value. The Mexican-inspired fast-food chain seemed to appeal to those seeking optimization and fueled a trend of customers bringing their orders to work and eating at their desks.

However, modifications to the Chipotle Boy Bowl may impact the discounted pricing, as customers are alerted that adjustments may disqualify their orders.

By addressing the portion size controversy and embracing generosity as a core value, Chipotle is striving to rebuild trust and cater to the diverse preferences of its customers while also targeting a specific demographic.