/ Alex urrunaga

Alex shares creative partnership in planBgroup. Operating on the belief that anyone can build a restaurant but few can build a following, Alex leverages his understanding of cuisine, operations, finance, design, fashion, music, relationships, technology and street culture to develop brands that make a lasting impact. He collaborates with clients on a daily basis, taking a hands-on approach in every step of the development process.

Born and raised in Lima, Peru, Alex has a fluent command of the Spanish, Portuguese and English languages. He attended culinary school at Johnson & Wales University in Providence, Rhode Island and this past year earned an MBA in Finance from Southern Methodist University in Dallas, Texas.

Past experience includes work with various restaurants as a Director of Operations and a decade developing concepts under Triple R Group and Knauer Incorporated as a Project Manager and Director of Business Development.

In 1999, Alex, then a Managing Partner, met Royce, then Senior VP, through their work in the e-brands division of Carlson Restaurants Worldwide. Together, their work on the group's flagship operation of Samba Room won them the Nation's Restaurant News' "Hot Concepts" Award.

In 2005, the duo formed planBgroup and today work in tandem to help clients develop award-winning strategies, brands and designs that are profitable both domestically and abroad. Royce and Alex are co-owners and designers of numerous restaurants including critically-acclaimed Bolsa Café, D Magazine’s Restaurant of the Year in 2010, Bolsa Mercado, opened in 2011, Whiskey Cake Kitchen + Bar, opened in 2010 and Velvet Taco, opened in 2011.