Wells Fargo Analysis Reveals Inconsistent Weights of Chipotle Burrito Bowls

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ICARO Media Group
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28/06/2024 22h27

In a bid to settle the ongoing portion size debate surrounding Chipotle, Wells Fargo analysts conducted a comprehensive study to determine the consistency of the popular fast-casual chain's burrito bowls. The analysis indicated significant variations in weight among the bowls, highlighting a potential issue for the restaurant.

Wells Fargo analyst Zachary Fadem and his team purchased and weighed 75 burrito bowls from eight different Chipotle locations in New York City. Half of the orders were placed digitally, while the other half were placed in person. The study revealed that the weight of the burrito bowls varied drastically in each category, suggesting an inconsistency in portion sizes.

According to the analysis, the median weight of both online and in-person orders was similar. However, the range of weights for in-person orders was considerable, with the heaviest bowl weighing 47% more than the lightest one. The variation was even more pronounced for digital orders, with the heaviest bowl weighing a staggering 87% more than the lightest one. Surprisingly, the smallest burrito bowl weighed just a little more than the average can of soda, measuring 13.8 ounces.

Interestingly, the analysts also discovered that the ten lightest bowls came from a single Chipotle location in New York City. Additionally, all ten of these bowls were digital orders. This finding raises concerns about order consistency within the chain.

While Chipotle executives have long maintained that their portion sizes have remained consistent, the Wells Fargo analysis provides evidence to the contrary. The study's findings align with recent social media criticism surrounding Chipotle's allegedly smaller portion sizes. In response to the rumors, Chipotle CEO Brian Niccol assured customers that the portions had not decreased, suggesting that customers could simply request additional ingredients to bulk up their burritos.

Steve Ells, Chipotle's founder and former CEO, also defended the chain's portion sizes, stating that the company has been "quite generous" in its servings. However, the varying bowl weights indicated by the Wells Fargo analysis seem to contradict these claims.

Chipotle's chief corporate affairs officer, Laurie Schalow, addressed the issue by stating that the variability in bowl sizes is normal due to the restaurant's customizable ordering system. She explained that the size or weight of a burrito bowl may vary depending on the number and types of ingredients selected by the customer.

Despite the controversies surrounding portion sizes, Wells Fargo's analysis revealed that Chipotle's foot traffic continues to increase, except for a minor setback last month. The bank remains optimistic about the company's prospects, noting that its quarter-to-date foot traffic is at its highest level in 10 quarters.

Overall, the Wells Fargo study raises questions about the consistency of Chipotle's burrito bowl sizes and emphasizes the need for improved order consistency. With social media scrutiny continuing, the popular fast-casual chain may need to address these concerns to maintain customer satisfaction and loyalty.

Note: This article has been generated based on the information provided by the user. Some additional context or quotes may be missing.

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