Storytime. I went to Chipotle with two 50+ aged employees of a company I was working with. We wait in line and the first one steps up:
"One steak taco please"
The tortilla goes down on the foil with a scoop of steak.
"A little more, please... A little more... A little more."
Repeat this with every single ingredient on the line (except guac of course). At the end, it's an Everest-sized pile of stuff, the tortilla is nowhere to be seen, and the foil is barely visible.
He gets to the end of the line and says "one steak taco and a water." And they ring him up.
The second guy steps up and they ask what he wants.
"Oh, I'm with him, I just need a water cup."
They split the 'one steak taco' between them for lunch.
And they both put Sprite in their water cups.
Chipotle is now down ~50% (from $90B to $44B) in the 16 months since that Wells Fargo analyst bought 75 identical Chipotle bowls to compare the weight and found that the food chain clearly had consistency issues with portion sizes.