Chipotle, the popular fast-food chain, recently hit a major PR crisis when customers started complaining about higher prices and smaller portions. These frustrations were aired publicly on TikTok , where many disappointed customers shared their grievances.

The tipping point came when influential food critic Keith Lee, with over 16 million followers, shared his harsh review. While he rated the tacos a respectable 8 out of 10, he gave the quesadilla and bowl a blistering 2.5 and 2, respectively. His critique underscored the widespread sentiment: Chipotle’s portion sizes were falling short.

The Public Outcry

Following Lee’s review, TikTok exploded with users sharing their own disappointing experiences. The common theme? Smaller meat portions and rising prices. According to Eat This, Not That! Chipotle planned another price hike of 2.5% to 3% in 2024, on top of previous increases attributed to inflation. The backlash was swift and intense, with users filming their orders, receiving minimal portions, and then dramatically walking out.

Chipotle’s Genius Response

Chipotle responded to this tidal wave of negativity, with a meme! On May 24, Chipotle posted a TikTok addressing the portion size concerns, but they did it with a twist. They poked fun at the situation, humorously depicting the phenomenon of customers standing in line, phones out, recording every move the workers made.

This move was pure genius for two reasons:

Direct Engagement: By addressing customer concerns head-on in a public forum, Chipotle showed they were listening.

Cultural Relevance: Using humour and memes, Chipotle connected with Gen Z on their level. This wasn’t some dry, corporate apology. It was real, relatable, and funny.

The Result?

The TikTok video quickly garnered 7.7 million views by June 3. It humanized the brand. Instead of a scripted, insincere apology, Chipotle showed they understood and empathized with their audience’s concerns. The humour helped diffuse the tension, making the portion size issue seem less critical. Even better, Chipotle can now monitor the comments on their video to gauge how serious the issue still is.

The Takeaway

Chipotle turned a potential PR disaster into a marketing win. Here’s what we can learn from their approach:

Face Issues Head-On: Address customer concerns directly. Ignoring them only makes things worse.
Use Humour: When appropriate, humour can humanize your brand and make serious issues feel less daunting.
Engage on Their Turf: Meet your audience where they are. For Gen Z, that means using the platforms and formats they love.

Chipotle’s response is a masterclass in modern crisis management. By staying relevant, relatable, and responsive, they turned a wave of negativity into a viral sensation.

Chipotle vs. TikTok: How a Meme Saved the Brand from Public Outcry

The dark world of social media growth - how not to grow your brand

The TikTok Creative Center: How to spot trends FAST