Why Chipotle is Losing Me as a Customer

I’ve been a loyal customer of Chipotle for years. It used to be my go-to for a quick, filling, and affordable meal. A burrito bowl piled high with fresh ingredients and a drink for just over $10 was a no-brainer. But times have changed, and not for the better. Chipotle is losing me, and I know I’m not the only one feeling this way.

The Price Problem

Let’s address the elephant in the room: the cost. I understand that inflation and rising food prices have hit everyone, but over $20 for a burrito bowl and a regular drink in Beaver County PA is simply too much. At that price point, I might as well go to a sit-down restaurant, enjoy table service, and get an experience that justifies the price. Chipotle is no longer the affordable fast-casual option it once was, and it’s hard to justify spending that much on what is supposed to be a quick, convenient meal.

COVID Confusion and Portion Sizes

The challenges at Chipotle started during COVID-19. I get it—those were uncertain times, and businesses were adapting on the fly. But the constant changes to procedures—inside pickup, outside pickup, online-only ordering—left customers like me guessing every week. Add to that the noticeable decline in portion sizes during that period, and the value that once drew me to Chipotle seemed to disappear.

I’ll admit, it’s been nice to see portions return to normal lately. It feels like I’m finally getting what I paid for again. But the problem is that I’m paying so much more for it now. What was once an affordable indulgence now feels like a financial splurge, and it’s hard not to feel let down by that.

What Made Chipotle Great

Chipotle used to stand out for two reasons: large portions and affordable prices. It wasn’t just food—it was a deal. I could grab a bowl packed with ingredients and know I’d be full and satisfied without breaking the bank. It was fast, reliable, and, most importantly, budget-friendly.

Now, the value proposition is gone. Chipotle still serves good food, but the cost has outpaced the quality and convenience. When I’m spending $20 for lunch, I can’t help but think of all the other options I could explore instead—options that might even offer a better atmosphere or service.

Where Do We Go from Here?

It’s hard to say whether I’ll completely stop going to Chipotle. I still love the flavors and the customization options, and there’s a comfort in knowing exactly what you’re going to get. But unless the prices become more reasonable or the experience is elevated to match the cost, I see myself choosing other options more and more.

Chipotle has the potential to win customers like me back, but they’ll need to address the value gap that’s driving us away. Until then, I’ll be rethinking whether that burrito bowl is worth it—and more often than not, the answer will be no.

If you’re feeling the same way, I’d love to hear your thoughts. Is Chipotle still worth it for you? Or are you, like me, ready to explore other lunch options?