Elbulli: the Taste of Innovation

Topics: Ferran Adrià, El Bulli, Luxury good Pages: 6 (1852 words) Published: October 26, 2010
Executive Summary
-To identify the success of Ferran Adriàin by putting the creative and innovative idea in the cuisine

Major findings:
-“If you want to create something, then you cannot copy,” as per Adriàin’s belief. -Adriàin created a system to control the design process from conceptual stage till final stage with hundreds of trial testing before the final product was done. -Adriàin’s creative idea is not only inspired from the sharing with the members in elBulli but also from the working experience with other industries. -Although eBulli won a lot of praises on its innovative and creative cuisine, elBulli was in fact suffering loss because Adriàin lack of business sense,

-elTaller has to continue in order to ensure the designing of new recipes can subsist. -elBulli should concentrate on their core business – elBulli restaurant and turn it back to profit by raising the price of the meal. -elBulli should consider to change their brand / product into a luxury brand so that they can charge for higher price


elBulli is currently run by chef Ferran Adrià, a Michelin 3-star restaurant which has been described as the most imaginative generator of haute cuisine on the planet and does a great deal of work on molecular gastronomy.

Because of its creative and innovative cuisine, there are so many people all over the world yearning to make a reservation at El Bulli. However, the owner, Ferran Adrià only opens his restaurant for six months a year in order to allow sufficient time for him and his staffs to contemplate and prepare new recipe for the next coming year. It accommodates only 8,000 diners a season while it gets more than two million requests. This is not surprising that the restaurant itself has operated at a loss since 2000. The main source of revenues come from El Bulli-related books and lectures by Adrià. Adrià claims that elBulli is not a service operation but a venue to explore the boundaries of cuisine. “Creativity comes first, then comes the customer”, concluded by Adrià.

The business model of elBulli

It is the core business of elBulli where the business, the brand and the public recognition originate. It becomes one of the dream places that many diners yearn to go, not only the innovative and creative cuisine but also the valuable experience when the customers first step into the restaurant gaining from the surrounding environment, the atmosphere, the services etc. It is a new way of understanding and practicing haute cuisine, seeking to surprise and delight diners with the experience offered to them. The restaurant opens from April until first week of October only and serves only one meal a day. The average price of a meal is 250€ and about 8000 meals are served every year, which generates a revenue of 2,000K€.

Consulting Activities
The aim is to work with other brands or companies by providing distinguishing features for products and services. elBulli plays the role of a strategic advisor for other companies in restoration of hotel industry, always including the concepts of innovation and creativity, that are omnipresent at elBulli. This business enables elBulli’s philosophy to expand outside its restaurant.

Collaborations with the design world
elBulli also launches items with a marked character and personality, for instance cooking utensils and new serving dishes fitting exactly new gourmet creations. These associations enable the elBulli brand to be widely seen and known.

Book Publishing
Those cooking books include recipes and general ideas on nueva cuisine and innovation in gastronomy, and they testify the evolution of elBulli’s cuisine. The publications are focused on the philosophy and the methods of Ferran Adria’s new style of cuisine which is well aligned with the brand image of elBulli restaurant.

The Success of Ferran Adrià

elBulli was struggling to maintain the Michelin star at the time when Adrià...
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