Fans Are Getting Furious Over Chipotle’s Price Hike

Sit down, kids, ‘cos we’re gonna tell you a story. Once upon a time, there was a fast-casual restaurant called Chipotle. Chipotle was an affordable option for lunch and dinner, and people all around the land would flock there to get its burritos and chicken bowls. But then, a big, scary monster called Price Hikes came along and made Chipotle more expensive…and now, a lot of people aren’t happy.

Sound familiar? That’s basically the story of Chipotle’s last decade. Over the years, its food has become a lot more expensive—and in 2026, it looks as though that’s going to happen once again, after Chipotle execs announced that its prices were going to rise by 1-2%. And you guessed it: People aren’t happy.

Time to Wrap Up Those Price Rises, Chipotle

Chipotle CFO Adam Rymer confessed the company’s plans in a recent earnings call, during which CEO Scott Boatwright also pointed out that the majority of the chain’s regular customers earn more than $100,000 per year, and that the restaurant wanted to “lean into” that group (implying pricier items for folks with a higher income, we guess). Once this hit the internet, Chipotle fans were pretty up in arms. “Yeah I’m done with them,” said one Redditor, with another in the same thread stating that “Gouging an ever shrinking rump of your clients, rather than offering prices that expand your user base is the road to bankruptcy.” Hey, don’t mince your words, guys. 

Now, it should be stated that Chipotle has been working hard over the last few days to reposition the narrative around this sales call, pointing out that Boatwright didn’t make any explicit statements about pricing, and that its price rise is below inflation and industry averages. That may be true, but it’s also the case that a lot of people have really felt the sting of Chipotle getting more expensive lately. Some have also pointed out that this seems to be paired with a decline in quality. Basically, people aren’t happy.

Where Chipotle Rises, Other Chains Fall (in Price)

Chipotle’s statements about its price increases stand out in a fast food market where other businesses are being as loud as possible about what value they can offer customers. There’s been a near-constant stream of new value meals for 2026 announced by fast food chains, as businesses desperately try to keep folks coming through their doors, in a climate defined by inflation, higher cost of living, and tariff threats. Chipotle’s price rise may be pretty modest in the grand scheme of things, but the image it’s projecting doesn’t feel great. 

It should be said, though, that the chain isn’t exactly shying away from deals and offers elsewhere. Just a couple of days ago, it gave away $1 million in free food during the Super Bowl, pairing it with a stand against AI. So, y’know. Swings and roundabouts, we guess.