Chipotle Mexican Grill restaurant

Chipotle sets goal of being leader in food safety

Company will launch a marketing campaign to invite customers back

Chipotle Mexican Grill Inc. plans to become the best in the world at food safety, company officials said Tuesday.

In a presentation to Wall Street analysts at the annual Bernstein Consumer Summit in New York, officials with the Denver-based chain laid out a plan for improving food safety that they contend will put Chipotle 10 to 20 years ahead of industry norms.

“We have this desire to be the safest place to eat,” said Steve Ells, Chipotle chairman, founder and co-CEO.

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