Former Chipotle fans are arguing that it 'doesn't hit the way it used to,' citing pricier orders, dirty stores, and Cava as the superior chain
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- TikToker Jeanine Amapola sparked Chipotle discourse, saying the chain "doesn't hit the way it used to."
- Critics cited increasing prices and declining quality, and that the Mediterranean chain Cava is better.
- "Anyone else remember 2012 Chipotle? Peak years," one commenter concurred.
A TikToker has gone viral for proclaiming the "downfall" of Chipotle, adding that the 30-year-old Mexican fast-casual chain simply "doesn't hit the way it used to."
On July 24, lifestyle influencer Jeanine Amapola needed something quick to eat even though she "never goes" to Chipotle anymore, she explained in her video. And with a quick visit, she was reminded why.
"I feel like the quality is not there; the price has increased," she said. And while the food is still "decent," Amapola added, she's now a "Cava girl," referring to the Mediterranean-American chain. Furthermore, Amapola said she finds Chipotle stores "very dirty" and "very chaotic" now.
Despite her enthusiasm for Cava, that chain's footprint comprises 279 locations — a significantly smaller sum than Chipotle's 3,250. Still, her video resonated with a large audience. It currently has 915,000 views, and a resounding chorus of commenters who agree with her take.
"Anyone else remember 2012 Chipotle? Peak years," one person concurred.
"Chipotle always SOUNDS good in my head and then I actually eat it and am let down now," another commenter wrote.
In a stitched response to Amapola's video, a creator who goes by Ciara said she used to eat Chipotle at a "disgusting rate" back in the restaurant's prime, but concurred that the quality had gone downhill, citing withered lettuce and brown guacamole. She agreed that the stores were dirty.
"I just can't eat there anymore," she said. "It's really sad."
In addition to the aforementioned qualms, some users suggested steering clear of online orders, which could result in scant portions. Others noted that the restaurants often seemed to be out of certain toppings.
Chipotle did not respond to Insider's request for comment.
Of course, the chain — which is a viral and oft-beloved topic on social media, including hacks like the "fajita quesadilla" or ordering in bulk as a meal-prepping alternative — has its fierce defenders. Despite these recent criticisms, it continues to wow first-timers.
"Unless you get guac on your bowl, then there is no way one bowl is $13," said the creator @Carmelaandthebeast in a video she captioned, "Why so much hate on Chipotle lately?" The creator vlogged her trip to the restaurant on her birthday, nabbing 1.2 million views, showing her receipt as evidence.
And in light of some dissent, Chipotle is still the ninth-largest restaurant chain in the US by sales, and is increasingly expanding into small towns. The moves are hurting local staples like McDonald's and Chick-fil-A, the foot-traffic data source Pacer.ai found.