Taste & Theory Restaurant Group Expands Team
Additions Include Culinary and Project Leads in Mexico and a Vice President of Development for Taste & Theory as PACE of New Projects Accelerate in North America
Taste & Theory Restaurant Group, a total solution for concepting restaurants, bars and rooftop experiences, announces it has added seasoned specialists since the group's initial launch nearly six months ago. The group's expansion takes place as the pace of new restaurant and bar projects in North America accelerates.
Alexander Urrunaga joins Taste & Theory as Vice President of Development. In this new role, he will act as Lead Curator, identify and analyze restaurant and bar operations, recommend strategic direction and oversee execution of development strategies. Urrunaga brings a wealth of experience advising and co-creating leading acclaimed restaurant brands. With a pedigree in design, development, brand evolution and growth, Urrunaga takes a holistic approach to brand positioning, culinary talent development, kitchen and restaurant design, staff training, marketing and operations to deliver high ROI and results. Previously, Urrunaga served as Founder and Co-Owner of Plan B Group, Inc., a hospitality branding, design and architecture firm that launched brands including Mexican Sugar, Whiskey Cake, Bolsa and Velvet Taco among many national and international accolades. He provided consultative services for many of the country's national restaurant chains and won many awards.
Michelin-Star Chef Sergi Arola of Monterrey Valle, Mexico, brings flavor and fun to the Taste & Theory team as Culinary Lead for the region. Originally from Barcelona, Chef Sergi has owned and operated many Michelin-Star restaurants including La Broche (2-Star), Sergi Arola (2-Star) and LAB by Sergi (1-Star). Critically acclaimed as a "rebellious, anti-establishment, culinary trendsetter", Chef Sergi brings expertise and a unique flair to the Taste & Theory circle.
Other recent team additions include Project Lead, Colan Vance, an accomplished Food & Beverage development leader with 25 years of experience in world-class hotel and restaurant operations, including management positions in multiple Michelin Three-Star and James Beard Award-winning restaurants. David Morgan, Project Lead, brings an extensive tenure as an F&B executive, successfully integrating global food and beverage trends into approachable restaurants and bars. Charlotte Robertson, Service Director, is a Michelin and James Beard Award chef-driven restaurant operator with a demonstrated history of operational excellence and financial success combined with strong service experience and outstanding hospitality skills.
Since its establishment in November 2021, Taste & Theory has been engaged in 11 new, exclusive projects around the globe. Bespoke projects include reconcepting all food and beverage operations at The Grand Isle Resort in Exuma, Bahamas, and developing a new-build rooftop bar, SkyBlu Rooftop Bar, in Dallas, from designing the bar layout, menu development to equipment selection and uniform creation for this soon-to-open Dallas hot spot with skyline views.
For more information on Taste & Theory Restaurant Group, visit www.tasteandtheory.com.
About Aimbridge Hospitality
Aimbridge Hospitality is a leading, global hospitality company offering best-in-class hotel management services across a broad spectrum of franchised branded full service, select service, luxury hotels, destination resorts, convention centers and lifestyle hotels. Aimbridge's premium portfolio represents over 1,500 properties in 50 states and 23 countries, inclusive of pipeline. With the most robust brand diversity in the industry, Aimbridge operates 84 lodging brands, in addition to more than 90 independent boutique/lifestyle hotels in the portfolio. As the world's largest third-party operator, Aimbridge is dedicated to its mission to leverage its scale to add value for owners and opportunities for associates better than any other hotel operator. Aligned with a concentrated focus, agility, and expertise for each vertical, Aimbridge drives market success for hotels and optimizes investment returns for owners. Aimbridge Hospitality's global headquarters is based in Plano, Texas, with additional corporate offices in Atlanta, Calgary, Fargo, Puerto Rico, and Washington, D.C. Evolution Hospitality, Aimbridge's Lifestyle Division, is based in San Clemente, California, Aimbridge's International Division, Interstate Hotels & Resorts, has supporting offices across Europe in Amsterdam, Birmingham, and Glasgow. The company's division in Mexico, Group Hotelero Prisma, has offices in Monterrey and Mexico City. For more information, visit www.aimbridgehospitality.com and connect with Aimbridge on LinkedIn.
About Taste & Theory Restaurant Group
Taste & Theory Restaurant Group reimagines hospitality concepting through experience, innovation, performance, and an unwavering passion to drive revenue and results. Created by Aimbridge Hospitality, a leading global hospitality company, and its lifestyle division Evolution Hospitality, Taste & Theory is a total solution for concepting restaurants, bars, and rooftop experiences. Since its establishment in November 2021, Taste & Theory provides hotel and restaurant clients with bespoke solutions, strategic planning, development and operations to create relevant and profitable concepts for long term success. For more information, visit the website at www.tasteandtheory.com.
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