El Bulli

STRENGTHS! a. Eating to a new level b. Creative work & dishes – culinary imagination and scientific experimentation. c. Invents food that provokes all the senses, including a sense of disbelief. d. Aiming for a holistic experience – focus on the five senses e. Highly innovative – constantly soughting new techniques f. Deconstruction of the norm and recombining and altering then in delightful ways g. Turning eating into an experience that supersedes eating. h. To engage the patrons sixth sense – beyond sensorial to a fully emotional experience i. Cooking for sensitive people rather than millionaires.

WEAKNESS a. Weakness in operation – Not enough $$ b. Distance from Barcelona c. Different menu every day d. Small dining area e. Long prep time f. Unable to patent recipe OPPORTUNITIES: a. Additional consulting b. Catalog c. Seminar/speaking opportunities THREATS: a. Loosing Michelin star b. Produce prices c. Salary Increases d. Health threats/Laws ElBulli Case 1. What factors made the elBulli the best restaurant in the world? Which elements of the elBulli experience create value for the customers? j. Eating to a new level k. Creative work & dishes – culinary imagination and scientific xperimentation. l. Invents food that provokes all the senses, including a sense of disbelief. m. Aiming for a holistic experience – focus on the five senses n. Highly innovative – constantly soughting new techniques o. Deconstruction of the norm and recombining and altering then in delightful ways p. Turning eating into an experience that supersedes eating. q. To engage the patrons sixth sense – beyond sensorial to a fully emotional experience r. Cooking for sensitive people rather than millionaires. Which elements of the elBulli experience create value for the customers? . Variety & choice t. Instructions on how to eat u. The experience – Location v. Hightened senses 2. What are the most salient features of the creative process at elBulli? a. for optimum enjoyment, the patrons are advised on the order in which the spices should be eaten which helps the client to discover them b. Cook for the sensitive/senses c. Revising recipes from classic or traditional cuisines to new philosophy. d. Artistry in presenting the food 3. Are there weaknesses in the restaurant operations? How would you fix them? e. Weakness in operation- not enough profit

How would you fix them? 4 Ps a. Price- reasonable price increase that is acceptable – perhaps 20% b. Place- Too saturated. Distribution, can’t meet demand. Expanding opening time meets distribution. c. Product – Restaurant – Shorten the dining period- have two sittings hence increasing revenue. d. Product – Catalog – Mainstream cookbook, e. Product – Restaurant – Expand dining room f. Product – Restaurant –Open year round – heighten creativity based on the seasons. All year at R&D, at restaurant occasionally. g. Price increase, two sittings, h. Promotion – improve signage . Promotion – daytime catalog, cookbooks, 4. What should Ferran Adria and elBulli team do next? a. R&D most of time, occasional time at restaurant. b. Focus on the book 5. Can the elBulli philosophy be applied to potato chips? fast food? a. Yes – fast food industry & potato chips – good market – health food cafe, good time, comparable to vegetable potato chip b. Mass produce frozen items 6. What should come first – creativity or the customer? a. In this case, creativity is first, then the customer. b. Customer – without customer, there is no revenue for restaurant.