Elbulli

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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

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