Hbr Elbulli Case

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elBulli

1. What factors made elBulli the best restaurant in the world? Which elements of the elBulli experience create value for customers?
Generally when you think of the best restaurant in the world you would expect a great location in a big city, a modern building, an excellent customer service and regularly opening hours. All of them have nothing in common with elBulli. It is just different.
It is really a challenge to place a reservation at this restaurant and it is even a bigger challenge to find the small inconsiderable building which is located in the near of an abandoned village in Spain. There is only space availability for about 50 diners and the restaurant usually is opened from April to September. So what made elBulli
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Ardrià puts a great emphasis on the first requirement as well, as he points out “Create is not to copy” multiple times. Therefore to assure that any recipes that have been developed at El Bulli are “sufficiently novel”, there has been implemented an inspection about the novelty of a recipe at an early stage (concept-stage) of the recipe-creating process. If the inspection revealed that the concept was not novel, the innovation team would stop working on that specific idea.
As the creative ideas for preparing “Molecular Gastronomy” are not falling from the sky elBulli has established an own development team which is responsible for the whole recipe-creating process. Furthermore a whole R&D laboratory has been established. With the laboratory the R&D team has been given access to a facility which provides them with all the equipment they need for creating new recipes.

A high rate of creation requires a professional concept
Having a suitable environment surely is a necessity but it is definitely not sufficient. At this point the “Creativity Concept in Use at elBulli” has proven its work. It has helped to methodically develop new intuitions and techniques. Some of the main approaches of this concept are the following: * The sixth sense – introducing a emotions such as irony, humor, provocation and childhood humor * Deconstruction – taking apart each element of a dish and putting it back together varied texture or temperature * Adaptation –

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