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 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. Taste & Theory provides clients with bespoke solutions, strategic planning, development and operations to create relevant and profitable concepts for long term success. For more information, visit www.tasteandtheory.com.

    Taste and Theory

    Alex Urranaga

    Lead Curator