Chipotle is not changing the way it portions menu items despite rising pressure on social media where a video urging the chain to use measuring cups has gone viral.

The TikTok video from Ryan Lynch, a comedian and co-host and producer of “Oops the Podcast,” was originally posted in late October, with Lynch making his case for why Chipotle should switch to measuring cups, rather than using serving spoons, to be more consistent with the amount of food customers expect. In the last few weeks, the video has gone viral.

“I want to talk about your portion control at your restaurants, which is causing people to be very frustrated,” Lynch said in the video, which has 4.8 million views and multiple comments agreeing with his stance. “And I think we can fix that with one simple change.” He goes on to hold up what seems to be a serving spoon, similar to the one Chipotle employees use, and explains that customers will never get a consistent amount of protein using the spoon. He then urges that the chain use a measuring cup.

It seems the chain, however, won’t be taking his advice.

“Guests of Chipotle can completely customize their meal in restaurants by vocalizing their desired portions, or digitally selecting extra, light, normal or on the side when choosing from the list of real ingredients,” said Laurie Schalow, chief corporate affairs officer at Chipotle, in an email to Ad Age. “We have not changed our portion sizes, and we continue to receive praise for the incredible value our entrees offer.”

The matter is yet another example of how brands face new pressure to respond to consumer complaints that gain traction on social media. Lynch’s call for change at Chipotle comes as consumers still feel pinched by inflation, which has led to higher prices when dining out. 

Also read: How The North Face turned a viral TikTok complaint into a win

“When something touches a nerve like this, brands really do need to respond,” said Tim Calkins, clinical professor of marketing at Northwestern University’s Kellogg School of Management. “I don’t think anyone is expecting Chipotle to change overnight, but if I were Chipotle, I would acknowledge his request and look into it. There may be procedural reasons they cannot do it, but authenticity would go a long way here.”

Julie Craig, VP of shopper insights at Kantar, agreed that Chipotle would benefit from addressing the request, but acknowledged that there might be operational challenges for implementing measuring cups. 

“Staff is trained on the line for what a serving looks like, and four ounces of ground beef will look different from four ounces of chicken,” Craig said. “Chiptole could also not want to introduce new items for food safety or sanitation reasons. Stopping to scoop and level a portion in the middle of the lunch rush can add seconds to orders, which adds up.”

Lynch says Chipotle has not reached out to him. “I truly love Chipotle, but it’s not cheap,” he said in an interview. “I get they want to raise profits by cutting back on portions, but we want consistency, be that measuring cups or weighing.”

He suggested that his video has gained renewed interest in recent days in the wake of a woman being convicted of assault for throwing a burrito bowl at a Chipotle employee after she was apparently dissatisfied with how it looked. A judge sentenced the customer to work at least 20 hours per week at a fast food restaurant for two months.

Lynch has made several videos calling for measuring cups. In his most recent one, he uses a holiday trope of representing the ghost of past, present and future Chipotles, with future Chipotles having turned into Cava, the Mediterranean dining chain. 

“It looks like because of your corporate greed and neglect of customer feedback that people decided to go with better options,” he says.

Lynch was inspired to make his original video after visiting a Chipotle and seeing a customer ahead of him ask for half chicken and half steak. When that customer got small portions of both, he shrugged his shoulders and walked out of the restaurant, leaving the employee holding a half-made bowl, according to Lynch. Lynch said he also got a small amount of protein when it was his turn to order, but didn’t walk out. 

“You want to speak up, but you don’t want to be confrontational,” Lynch said of asking employees to add more to orders. “But when you do speak up, sometimes they charge you double for a regular portion. You just want to be made whole.”

While Lynch has not filed a lawsuit against Chipotle, other chains have recently faced litigation related to food preparation. 

In August, a New York man filed a lawsuit against Taco Bell alleging the chain does not make its food the way it is shown in advertisements. The same man filed a lawsuit last year accusing McDonald’s and Wendy’s of selling burgers that were not as big and juicy as advertised. The lawsuit against Taco Bell was dismissed, court records show, while McDonald’s and Wendy’s won its lawsuit against the man. A U.S. judge in August ruled that Burger King must face a lawsuit claiming its depiction of Whoppers in in-store menus made it appear bigger than it is.

In March, a Chicago man sued Buffalo Wild Wings, saying the company’s “boneless wings” aren’t wings at all, but chicken breast tenders. (The case appears to still be pending.) In 2017, a judge dismissed a lawsuit aimed at Subway that claimed the sandwich chain’s footlong subs measured shorter than 12 inches long. 

Other brands have benefited from addressing negative reviews head-on. Recently, The North Face turned a viral TikTok of an angry, wet customer complaining that her The North Face jacket was not waterproof, into a win for the brand with a response video and delivery of a new jacket. 

For the third quarter ending Sept. 30, Chipotle reported a 5% increase in comparable restaurant sales, pointing to more transactions and higher average check totals. 

“Chipotle is doing really well, I think because so many people have adopted it as a healthy, ‘I can’t make dinner’ option,” Lynch said. “It sucks when that relationship sours.”