Chipotle might be known as one of the hottest players in the fast casual restaurant category. But the company isn’t resting on its laurels when it comes to creating “food with integrity.”
According to the New York Times (as reported at http://www.entrepreneur.com/article/247413), the company is testing a tortilla made with just whole-wheat flour, water, oil and salt in Burlington, Wash. The tortilla is the result of the burrito chain's efforts with the Bread Lab at Washington State University to craft a tortilla that mixes old-school simplicity with new-school mass marketing. And some of Chipotle's tortilla suppliers are already using the new base mix to make small batches of tortillas. To see Chipotle’s description of the new tortilla-making process, visit http://www.chipotle.com/tortilla-journey.