Elbulli

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  • Topic: El Bulli, Ferran Adrià, Creativity
  • Pages : 26 (9128 words )
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  • Published : December 9, 2012
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elBulli: The Taste of Innovation

Page List

Coursework Cover
Page List
Introduction................................................................3 Business Model and Framework................................5 Question and Answer
• Specific Questions...........................................6 • Case Questions................................................10 Analysis
• SWOT Analysis.............................................22 • Porter 5’s Forces Model.................................25 • Porter’s Value Chain......................................29 • BCG Analysis................................................36 • Porter’s Generic Strategies............................37 Summary (Individual)..............................................40 Citations...................................................................45 Instructor Page.........................................................47

Introduction
Since he start in 1984, Adrià and his team’s creativity bring a strong impact on elBulli’s evolution. In 1987, following the phrase “creativity means not copying”, the local cuisine became a significant source of inspiration. Association, inspiration and adaptation prevailed in elBulli’s cuisine until 1992. In 1992, Adrià spent some time with the artist Medina Campeny in his workshop, cooking and creating. That year, he visited Gras and Gagnaire’s restaurants. This inspiration provided a new language to his cuisine, in which lights, textures and volumes played a dominant role. The technique-concept pursuit will characterize elBulli as of 1993, when new concepts, techniques, elaborations and products come together. Its cuisine becomes more abstract, and there is a change in culinary paradigm. Deconstruction, the five senses, the six sense, minimalism and pluralism make their way into the dishes. The technique-concept search marks Adrià’s highest creativity point, giving way to new exploration paths and roads.

In 2002, elBulli publishes its general catalogue, revealing its knowledge to the world through a retrospective and an evolutionary map of its work and elaborations, where organization, philosophy, products, technology, preparations and styles become interrelated. In 2003, Adrià discovers Japan, and the Japanese feeling slowly sneaks into his cuisine: simplicity and purity of flavor, aesthetics and the value of nature gain significance in his elaborations, up until today.Adrià’s relationship with the world of science, design and other disciplines bears a powerful effect on his cooking, product pondering, immediateness, and changes in menu structure, while shaping a new way of serving food, in which waiters become key players in dish preparation. The dining area begins to participate in dish elaboration

• elBulli, owned by Ferran Adria (Chef) and Juli Soler.
• Location: Near the town of Roses, Catalonia, Spain
• Industry: Restaurant
• Founded in 1961 by a German couple, the restaurant was alway trying to being creative by attempting to innovate in an industry that in the 1960s was underdeveloped in Spain.    • Adria started to work in 1983 and began to revolutionalize the industry first of all by innovating in the kitchen and later by creating from scratch • The restaurant has been chosen for the 4th year in a row best restaurant of the world and best chef (Restaurant Magazine) • elBulli opens 6 month a year and the restaurant opens for dinner time • the rest of the year, Ferran Adria and his team work in the elBulli's workshop in Barcelona in research creating the new dishes of this avant-garde cuisine • elBulli receives 2 million booking request. Only 50 people per night are allowed in the restaurant (8,000 people per year) • 70 employees work at elBulli, 50 of them are under-training.  Business Model and Framework

In the service concept, elBulli serve their patrons differently with other restaurants. For example,...
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