Chipotle sparks controversy as they hike prices to attract ‘more customers who make over 100k’

In a bold move, Chipotle has just indicted it plans to flog its burrito bowls to those earning over $100,000 (£73,000) a year (...yep, that rules out a LOT of customers).

During a recent investor call, CEO Scott Boatwright revealed that roughly 60 percent of Chipotle’s core customer base earns six figures, framing it as a sign of the brand’s strength and resilience.

For some listeners, though, it landed less as a flex and more as a warning shot to everyone clutching their bank apps before ordering guac.

Because yes – price increases are happening.

How much would you pay for a burrito bowl? (Credit: Getty)

While company execs maintain that any hikes are modest (reportedly around 1–2 percent in response to inflation and rising costs), critics online were quick to connect the dots. If the average customer already earns over 100k, and prices are going up… who exactly is Chipotle trying to attract next?

Social media did what social media does best.

Within hours, TikTok and Reddit were flooded with takes ranging from “I make six figures and still feel robbed at the register” to “Remember when Chipotle was the affordable ‘treat yourself’ option?”

Others joked that the burrito bowl is now officially a “finance bro lunch staple.”

Chipotle is currently seen as an affordable option (Credit: Getty)

To be fair, the company has pushed back on the idea that it’s deliberately pricing out lower-income customers. Executives say the income data simply reflects who currently shops there — not a targeted exclusion strategy.

Still, the optics haven’t exactly been mild.

At a time when fast-casual chains are walking a tightrope between rising operational costs and increasingly price-sensitive diners, any suggestion of catering exclusively to wealthier customers is bound to raise eyebrows (and blood pressure).

Whether this strategy proves to be smart positioning or a PR misstep wrapped in a tortilla remains to be seen. One thing’s for sure: the internet will not be letting this one go quietly.

And if nothing else, it’s proof that in 2026, even a burrito bowl can spark a class debate.

Featured image: Getty