Food & Beverage

Cramer: Chipotle is up against the consumer's memory about E. coli

Chipotle names four new board members

Chipotle Mexican Grill's latest addition of four new board members isn't enough to snuff out the fast-casual chain's earlier E. coli scandal, CNBC's Jim Cramer said on Friday.

Cramer said on "Squawk on the Street" on Friday that the American people are still grappling with Chipotle's E. coli outbreak that affected restaurants in at least a dozen states.

"You can shuffle the CEOs, but the problem is people remember. You can have all the board members in the world," he said. "The American people forget, but they — you have to give them 18 months to forget."

He said: "Come August, I won't be able to get in (to the restaurant). It will be like the old days. People will say, was it Chipotle or Qdoba or Benny's Burritos?"

On Friday, Chipotle announced it has added four new members to its board, including one aligned with Bill Ackman's Pershing Square.

CEO Steve Ells said in a statement, "Chipotle has enjoyed extraordinary success for most of our 23-year history, and it is important to us that we structure the company to enjoy similar success in the future."

Cramer was somewhat critical of the choices on Friday. He clarified he doubts more people will become sick, and said the company's renewed reputation is simply a waiting game

—Additional reporting by CNBC's Sarah Whitten