People love Chipotle, but they’re not happy about the chain’s price hike. Many speculate that the fast-casual chain increased its prices because of inflation and wage restrictions in some states. Now, customers are asking themselves, “Is it still worth it?”
Customer Jonny Five (@iamjonnyfive) posted a TikTok documenting his experience buying a burrito at Chipotle, which he believes is a reflection of Chipotle’s price hikes.
“Well, it’s official. The rumors are true,” Jonny says, presumably referring to the recent controversy over Chipotle’s portion sizes. “I asked the waiter for more steak. No kidding. He put one scoop of steak on the spoon. And I was like, ‘Can I just have some more?’ And he said, ‘Do you want double?’ And I was like, ‘Sure.’ And he put one and a half scoops on the burrito…”
Johnny explained that it wasn’t exactly what he wanted, but that he was “whatever” until he saw the price, and that he was willing to pay.
“That burrito is $19. I told you f**k it. I’m not paying that,” Johnny is recorded as he leaves the store.
Chipotle faces criticism over portions
Jony isn’t the only one who’s unhappy: Several people have noticed that Chipotle’s portion sizes have been reduced, and some even joined a boycott of the chain last month, even though the CEO himself addressed the issue and denied any changes to portion sizes.
Additionally, Chipotle has raised its menu prices several times over the past few years, most recently nationwide in October, a company spokesperson said. Today.com.
“For the first time in over a year, we are implementing a modest price increase to offset inflation,” a spokesperson told Today.com. The price increase will hit California, where Johnny Five posted, harder than other states. Restaurant business, Chipotle’s price increase comes at the state’s April Passing A mandatory minimum wage of $20 per hour for fast food workers.
Johnny’s video had garnered about 256,300 views and about 1,400 comments as of Saturday morning.
Follow $19?!?! That’s ridiculous 🤦🏽♂️ @Chipotle #fyp #chipotle pepper ♬ Original Sound – Johnny Five
Viewers’ opinions
People in the comments section are just as frustrated as Johnny.
“The easy solution is to boycott Chipotle,” one user said.
“Meanwhile, you can go to the little Mexican restaurant across the street and get a meal for the whole family for $15, including guacamole,” says another.
“I stopped going to Chipotle a year ago because they always serve cold, tiny burritos,” one user said.
Chipotle’s price hikes seem to be causing quite an uproar among customers, but as mentioned in an article in Restaurant Business, reports revealed that Chipotle’s sales actually increased by 5% in the first quarter.
Only time will tell how customers, especially in California, react to Chipotle’s price hike. The Daily Dot reached out to Chipotle via email and to Johnny Five via messages on Instagram and TikTok for comment.
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Marlin Ramos
Marlin Ramos is a museum educator currently employed at the Museum of Modern Art in New York, the founder of LUMXN Magazine, and a graduate student at New York University. She loves long walks in nature, yoga, and baking.
