Chipotle founder and co-Chief Executive Officer Steve Ells on Thursday apologized to patrons who fell ill after eating at the company's restaurants, pledging that sweeping new food safety practices will prevent such outbreaks in the future.

"This was a very unfortunate incident and I'm deeply sorry that this happened, but the procedures we're putting in place today are so above industry norms that we are going to be the safest place to eat," Ells said in an interview on NBC's "Today" program.