Off the Menu: Is your Chipotle burrito bowl shrinking? [Video]

Though it’s among the most successful of restaurant brands, Chipotle Mexican Grill has become embroiled in a social media controversy of late.

Chipotle, which has made “generous portions” a hallmark of its reputation, has been accused on TikTok and other social media outlets of implementing a portion reduction strategy, a contention the company has vehemently denied. Nonetheless, Chipotle “shrinkflation” stories continue to populate those social media feeds.

The perceived issues with Chipotle portions illustrate an important behind-the-scenes aspect of restaurant operations – cost control.