At 17, he joined the newly founded company as a sales supervisor, later becoming a cashier, and eventually founded the vehicle department, which he championed. He held various positions within the company, including general manager in Guadalajara (1956), Monterrey (1961), and Mexico City (1963). In 1969, he completed the management development program at Harvard, and upon his return, he became deputy director of Grupo Bimbo. During his nine-year tenure, the company was already operating 13 factories across the country.

Servitje Sendra was appointed CEO (1978), and later, chairman of the board (1994–2013) until his retirement. "His retirement did not mean a complete departure, as his legacy remained deeply embedded in Bimbo’s organizational culture, which to this day is still based on values of hard work, innovation, and social responsibility," says Merca 2.0.

In his free time, Servitje Sendra was an entrepreneur, a mechanic, a salesman, a zealous traveler, and a pilot, the company says. His nephew, Daniel Servitje Motul, is currently Grupo Bimbo's chairman and CEO, and made Fortune magazine's The World's 50 Greatest Leaders list in 2018.

Servitje Sendra's death was first reported on X by priest Francisco Javier Acero, who said (translated):

Rest in peace, the great Roberto Servitje Sendra. A Catholic businessman, deeply in love with Mexico, he wanted the Social Doctrine of the Church to be present in @Grupo_Bimbo. A warm embrace to all his beloved family and friends.

Grupo Bimbo later released a statement on the co-founder's passing.

Grupo Bimbo S.A.B. de C.V. is on the current Snack Food & Wholesale Bakery “Top 50 Snack & Bakery Companies” list. Click here to view the current “Top 50” rankings.