Ells, who founded Chipotle in 1993, recently revealed another major challenge the company is facing as it struggles to recover from the crisis: crappy customer service, due to its focus on improving food safety. In a statement, Ells said that as chairman and CEO, he will focus "relentlessly" on improving the guest experience, along with overseeing the company's strategic projects, operations, and other initiatives. Basically, having one CEO will help to streamline the company's efforts and overall message to both employees and customers.
Ells' first order of business: announcing a new and reimagined company mission, one that strongly focuses on the company's commitment to serving fresh ingredients. Chipotle's new mission is to "Ensure that better food, prepared from whole, unprocessed ingredients is accessible to everyone," while its old mission was to "Change the way people think about and eat fast food."