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For the last 11 years Robb McKerrow has lead r*development, a design and branding consultancy with a strong track record of developing concepts that resonate with the consumer and bring strong economic returns for the ownership. By understanding the competitive landscape and trends in consumer behavior, they create branded designs that are operationally sound and lay a foundation for concept success, as well as a strong visual appeal. A particular specialty and focus is on retooling existing brands that have lost their relevance and competitive edge bringing them back to life. Robb's design work is distinctive yet budget-driven and very "cool".

Robb has overseen the design and development of over 1000 restaurant locations for regional and national chains, as well as creating many strong local independent locations such as Cabernet, Pampas Steakhouse, Frankie's Steakhouse, Fresh to Order, Tara Humata, Del Frisco's, Canoe, Giorgio's Family Kitchen, Taffer's Tavern, Twisted Fork and Nick & Jake's.

Branded restaurant & retail prototypes developed by Robb over the years have included Longhorn Steakhouse, Lone Star Steakhouse, Tanner's, Arby's, Mrs Winners, Shane's, PJ's Coffee, Doc Green's, Bonehead's, Planet Smoothie, Flying Biscuit, Flip Flop Shops, Appleton Learning, Twin Peaks, 5 & Diner, Buffalo's Café, Ted's Montana Grill, Golden Rule BBQ, Shoney's, Atlanta Bread Co., The Grape, Miller's Ale House, O'Charley's & Surchero's Fresh Mex. On the boards is a new high-end Steakhouse to be named H&W in Peachtree Corners, GA being operated by The Norsan Group.

From 1989 to 2000, Robb owned and operated RDM Design, an Award-winning A&D firm focused on the multi-unit restaurant industry. Robb headed a 25-man team of designers, architects and engineers for 10 years designing prototypes and rolling out hundreds of locations across the US and Puerto Rico for national brands in QSR and Casual Dining.