The Chipotle Camera Rule, also known as the Chipotle Filming Hack, emerged as a viral TikTok phenomenon in mid-2024. The trend popularized the belief that if customers record employees during the assembly of their bowl or burrito, the staff will feel pressured to provide larger portions to avoid negative social media exposure. This led to a surge in 'POV' style memes depicting awkward standoffs between customers holding phones and exhausted service workers. While Chipotle executives eventually addressed the 'phone-out' meta, the meme remains a staple for discussing portion sizes, fast-food hacks, and the 'Keith Lee effect' on modern dining culture.