Roberto is the Chief Experience Officer of BRIX Holdings, LLC. He also serves as Chief Experience Officer for Friendly’s Restaurants through a shared services arrangement between BRIX and Friendly’s Restaurants. Before joining Friendly’s Restaurants and BRIX Holdings, Roberto served in various roles at P.F. Chang’s for over 18 years, most recently as the chief operating officer of global development. While there, he led the concept adaptation, development, and opening of restaurants across 30 countries. Additionally, throughout his career, he has held positions in hospitality, training, food and beverage, culinary, operations, and international franchise development. He brings with him extensive knowledge of delivering on the guest experience and brand promise for fine dining restaurants, QSRs and luxury hotels.