Roberto Servitje: The Pillar of Grupo Bimbo for 80 Years
Roberto Servitje, co-founder of Grupo Bimbo, played a crucial role in shaping the company into an international powerhouse. Alongside his brother Lorenzo, he expanded Bimbo’s presence from four initial products to over 30 countries.
A Legacy in the Mexican Business World
Roberto Servitje, who passed away on July 17 at the age of 97, is remembered as the “first employee” of Bimbo, joining the company at 17. His career spanned various roles, from sales supervisor to creating the vehicle department, eventually becoming director general in 1979 and president consejero in 1994. His legacy extends beyond the baking industry, symbolizing Mexican entrepreneurship and leadership.
Roberto Servitje’s Management Keys
Maintaining a business for 80 years is no easy feat, but Roberto Servitje and his brother Lorenzo successfully positioned Grupo Bimbo internationally, created diverse products, and added new brands like Tía Rosa, Marinela, and Barcel.
Key Insights from Roberto Servitje
- Seek an Opportunity: Roberto’s father founded Dulcería el Molino in 1928, but Lorenzo saw potential for expansion. He decided to create a bakery for boxed bread, capitalizing on consumer interest.
- Name and Image are Crucial: The initial company name was Super pan, but it couldn’t be trademarked due to its generality. After brainstorming, they chose Bimbo, which was appealing and conveyed a round, feminine, and childlike feel.
- Invest in Marketing: To boost the business, they focused on building a brand image with the Osito Bimbo. They created promotional items like pencils and notebooks, and advertised on radio, TV, and newspapers.
- Dedication and Reinvention: Growth requires dedication, as the founders spent hours opening markets, visiting neighborhoods to sell their product, and even sending bread in press vans to communities.
- Champion Quality: To stand out in a competitive world, prioritize quality in services, products, and pricing. Quality fosters satisfaction and loyalty, which can’t be achieved without talent.
- Expand the Business: Growth can be challenging, but start small and strategically. Lorenzo didn’t intend for the company to expand, but Roberto’s vision went further. Together with partners, they convinced Lorenzo to open new markets.
- Diversify: Grupo Bimbo boasts various brands like Tía Rosa, Marinela, and Barcel. Each acquisition or creation is unique. For example, Barcel was acquired after not buying Sabritas, and Takis is the group’s best-selling product.
- Hire and Develop Top Talent: Roberto Servitje believed that successful organizations rely on talent. To hire the best, focus on integrity, intelligence, and work ethic. Also, educate and train leaders to ensure continuous improvement.
Key Questions and Answers
- What was Roberto Servitje’s role in Grupo Bimbo? Roberto Servitje was a co-founder and played a significant role in expanding Grupo Bimbo internationally, creating diverse products, and adding new brands.
- How did Roberto Servitje contribute to Bimbo’s success? He sought opportunities, focused on branding and marketing, dedicated himself to growth, championed quality, expanded the business, diversified product lines, and hired top talent.
- What were some of Roberto Servitje’s key management insights? Seek opportunities, prioritize branding and image, invest in marketing, remain dedicated and adaptable, champion quality, expand strategically, diversify offerings, and hire and develop top talent.
