Executive Committee Areas USA - Areas  - Leaders in Food & Beverage and Travel Retail on the way

Executive Committee

Xavier Rabell

Xavier Rabell, Chief Executive Officer

In 2006 Xavier Rabell became the founding CEO of Areas USA. Since then he has developed the Company into a 250 million dollar business. Areas USA currently has operations in 9 international airports nationwide and 10 service plazas along two major U.S. turnpikes. He leads a team of experts that continues to drive and produce a fresh and exciting experience that exceeds its guests’ expectations.



Sergio Rodríguez

Sergio Rodríguez, Chief Operating Officer

Sergio Rodríguez is responsible for all Areas Operations in the United States. His leadership philosophy can be summed up as "Business Review, Share Down, and Focus." He applies this philosophy while overseeing both Highways and Airport Operations, Human Resources, Concepts & Standards, and Business Analysis & Control.



Oscar Hernandez

Oscar Hernandez, Vice President of Airport Operations

Oscar Hernandez oversees the operation and management of more than 70 restaurants and retail concepts in 10 airports nationwide including large markets such as Los Angeles, Newark, Miami, and Chicago.  He sustains relationships with airports, and is skilled at coaching and developing his leadership team to “execute to the standards of their concept each day and every day.”



Kirk Weiss

Kirk Weiss, Vice President of Business Development

Kirk Weiss is responsible for growing Areas’ presence in the U.S. through organic growth in prime international airports. He is accomplished in monitoring trends and creating commercial alliances in the food & beverage and retail concessionaire industries. He develops and maintains strategic partnerships with brands, airports, transportation authorities, political figures, and minority partners. He also heads the Social Responsibility Committee for the Company. Kirk previously served as General Counsel for the Company.



Jaime Barbanoj

Jaime Barbanoj, Vice President of Concepts & Standards

Jaime Barbanoj leads all 5 technical departments in Areas USA which set the standard for excellence: Purchasing, Culinary Concept Development, Marketing & Communications, Construction, and Guest Services & Training. These support organizational growth, product diversity, and sustainability for both food & beverage and retail concepts. He oversees the creation of concepts from initial design and offering through construction to training the staff.  He also manages strategic logistic partnerships.



Alberto Serratos

Alberto Serratos, Vice President of Finance

Alberto Serratos is responsible for over 240 million dollars of revenue generated across the Company.  He leads the Finance, Accounting, and Treasury departments, as well as Loss Prevention and Information Technology. Alberto's focus is on supplying support for operations as well as providing reliable financial information for the Company to its shareholders.



Bettina Romañat

Bettina Romañat, Executive Director of Human Resources

Bettina Romañat is responsible for designing, implementing, and managing all HR processes and procedures. She oversees all company employee recruitment, and manages the professional development program. She is a critical contributor to the negotiation of union contracts, and contributes to preparation of RFPs as it relates to HR.



Vanessa Peñaranda

Vanessa Peñaranda, Executive Director of Corporate and Legal Affairs

Vanessa Peñaranda is responsible for leading strategic and tactical legal initiatives. She is directly involved in complex business transactions and negotiating critical contracts. She advises on company strategies and their implementation.



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Board of Directors, Executive Committee, Management Committee