When Chipotle customers were shown a menu with these examples they were able to estimate the calories in their burritos better (although still fell short of the entire amount). This is what that looks like, spelled out (the calorie ranges Chipotle uses appears to have dropped slightly downward since this study was conducted and when I picked up a menu today).
#Calories counter chipotle full#
In that scenario, researchers found that eaters underestimated the calories in their burrito by a full third.īut there's a small tweak that can make Chipotle's calorie labels even more effective: adding examples of how many calories are in the burritos used as the end points of calorie range. This is better than when eaters don't have any calorie information at all. And when consumers see that range, a recent study in the Journal of Public Health Nutrition finds, they underestimate the calories in their own burrito by 21 percent. At establishments where menu items are highly customizable, places like Chipotle or Dominos, coming up with accurate calorie counts is a vexingly difficult task.Ĭhipotle has settled on providing consumers with a calorie range that is, well, quite large. This is a problem that lots of fast food chains are confronting now that the health care law requires them to post calorie counts on their menus. That is not a burrito! That is a tortilla with beans.) (Never mind that it is nearly impossible to order the lowest-calorie Chipotle burrito, which consists of a flour tortilla with beans.
The ranges on menu items are so vast that, depending on what your order looks like, a burrito could have 350 or 970 calories – nearly a threefold difference. For anyone counting calories at Chipotle ( Hillary Clinton, perhaps?), the fast casual chain's menu may be among the world's least helpful documents.Ī Chipotle menu picked up on an important, lunch time reporting trip to my local Chipotle (Sarah Kliff/Vox)
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