His redesign included a shift to highlight the bar, an area typically receiving as much attention, if not more, in other casual–dining restaurants. His focus was nothing less than an entire facelift for the chain's well–established image. This included changing almost every element of the business involving customer contact, ranging from the bar to tableware and even to television advertising. When Rivera joined Red Lobster, he regarded his mission as revitalizing the chain founded in 1968 in Lakeland, Florida. Before he entered the restaurant industry he worked as a credit analyst for National Bank Commerce in Dallas, Texas. During his career he has also served as a Director of the National Restaurant Association. Since 1997 he has been president of Red Lobster Restaurants, as well as director and executive vice president of Darden Restaurants. He served as president and chief executive officer of Chart House Restaurants, Inc. and the owner of Long Horn Steakhouse restaurants. From 1994 to 1997 he was president and chief executive officer of RARE Hospitality International, Inc. In 1987 Rivera joined TGI Friday's Inc., serving as executive vice president of operations until 1988 and as president and chief executive officer until 1994. Applebee's and Taco Villa Mexican Restaurant. For the next five years he served as chief operating officer for T.J. From 1980 to 1982 he was president of the restaurant division for the El Chico Corp. He was employed by the Dallas–headquartered company from 1971 to 1980, starting as a management trainee and rising to the positions of executive vice president and director. Richard Rivera began his career in the industry working for the Steak and Ale Restaurants of America chain.
Restaurants, owner of 1,173 full–service restaurants that included the Red Lobster, Olive Garden, Bahama Breeze, and Smokey Bones BBQ Sports Bar chains. His efforts not only revitalized the chain but also improved the fortunes of its parent Darden He moved the once–hidden bar area to a prominent spot in the front of the restaurants, spiced up the food menu, changed such visual elements as the smallwares and employee uniforms, and implemented employee training programs that emphasized customer satisfaction. Rivera's alterations at Red Lobster amounted to a complete overhaul. When he assumed this position he was determined to turn the moribund chain around by changing the restaurant image and expanding the demographics of its clientele. In 1997 Rivera, who held various leadership positions in the restaurant industry for 25 years, took control of the Red Lobster chain, which is owned by Darden Restaurants. Rivera married Leslie Suzanne Pliner on November 18, 1984. He earned his Bachelor of Arts degree from Washington & Lee University in Lexington, Virginia in 1968. He has been honored for his efforts in encouraging women and minorities to develop in their job roles and to advance within an organization and in the industry. His career has been characterized by achievement as well as a demonstrated concern for people, especially women and minorities. As one of the highest–ranking minorities in the restaurant industry, he is viewed by many as a role model. Richard Edwin Rivera, a tall and striking man known for his affable disposition, is president of the Red Lobster restaurant chain.
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