TikTokers expose Chipotle's measly portions

Turns out, bullying does work.

Particularly if you’re bullying Chipotle into giving you your money's worth.

Chipotle are NOTORIOUSLY stingy with their toppings. And TikTok has decided enough is enough.

Over the last week, Chipotle patrons have been storming into their local restaurants with their cameras raised and ready to film employees behind the glass.

This has now been dubbed the 'Chipotle phone method' or 'Chipotle phone rule.' And it's meant to pressure employees to pile on larger portions of meat, cheese and other toppings when ordering.

And well, it’s working.

One user said in a video last week, 'Apparently, we have hated on Chipotle so much that managers are allegedly providing notices to their employees that if anyone is ordering with their phone out [and] potentially recording to just load it up.' That video has amassed nearly 3 million likes and over 30 million views.

Now dozens of other consumers are putting the theory to the test. And many are concluding that the 'Phone Rule' does indeed yield fuller burritos.

The latest round of criticism has stemmed from a viral video posted by food critic Keith Lee. In the video, Lee samples three different Chipotle orders, including a burrito bowl that had only four pieces of chicken in it.

'I used to love Chipotle,' he says. 'Lately, it has not hit the same in my opinion.' And almost 23,000 commenters agreed.

This isn’t the first time Chipotle has come under fire for their measly portion sizes.

In December, comedian Ryan Lynch called for the restaurant to swap out its current scoops for measuring cups. He suggested this would standardise the amount of toppings in each order.

And his video went viral. 'I’m sure you guys are going to watch this in one of your meetings, and I hope you guys make the change. Because otherwise we’re just going to start walking out in the middle of our orders,' Lynch said at the end of his video. However, it doesn't seem that Chipotle has taken his advice.

I spoke recently on the power of negative reviews.

This is yet another example of that.

I don’t believe these creators have the power to shut down one of the biggest fast-food chains in the U.S. But I can see the power in making a stand when a brand falls short.

Chipotle has since responded with a light-hearted video, poking fun at the creators filming employees. As a brand, the least you can do when dealing with scrutiny is acknowledge what’s happening, which this is.

But that’s the bare minimum.

What a brand in this position should do is take action.

This is how you rectify the situation and garner a crazy amount of brand loyalty at the same time.

Guess we’ll see what Chipotle chooses. But I wouldn’t put my money on them making big changes any time soon, no matter how pissed off the Tokkers are.

-Sophie, Copywriter