Chipotle's CMO Talks Food Innovation and Safety to Lure in Customers

Fast casual chain adds organic drinks and is testing cauliflower rice

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Chipotle is turning to product innovation to win over reluctant customers, investing in new food and beverage offerings such as cauliflower rice and organic drinks.

“Innovation is a hallmark,” said Chris Brandt, the company’s CMO. “We found out from suppliers that we are one of the few people still doing innovation.”

Today, the fast-casual chain announced it will begin serving new non-GMO and certified organic lemonades, aguas frescas and tea from farmer-founded Tractor Beverage Co. on July 21.

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