Chipotle's CEO, Brian Niccol, acknowledged that approximately 10% of its 3,500 locations have been serving smaller portion sizes, a claim that had previously been denied by the company. This admission followed a wave of customer complaints, amplified by social media, where patrons filmed their orders to ensure they received adequate servings. Despite raising prices by 6.5% to 7% in response to California's minimum wage increase, Chipotle faced reduced spending across the restaurant industry. To rectify the inconsistency in portion sizes, Niccol stated the company will emphasize retraining staff at affected locations, acknowledging that doing so may impact the chain's financial performance. CFO John Hartung reinforced that maintaining the brand's reputation for generous servings is a priority, even if it incurs additional costs. The controversy has reignited discussions about 'shrinkflation' within the industry, as many restaurants have been accused of reducing portion sizes while keeping prices steady.