Elbulli Case Study
elBulli Group Case Questions
1. a.Which elements of the elBulli experience create value for clients?
The entire elBulli experience is valuable to the restaurant’s clients. The time and creativity the staff and chefs put into the elBulli experience make the customers feel valued. The elBulli dining experience is a unique and exclusive experience for customers. Customer’s feel that their time is well spent due to the quality of their dining experience at the restaurant. elBulli makes the customer feel sincerely appreciated by giving them at tour of the restaurant before their dining experience. “Upon arriving, patrons were greeted by the staff and taken on a tour of the kitchen in order to showcase the unusual equipment and innovative techniques used at elBulli. One patron—who described Adrià as “Willy Wonka”—wrote, “Lab-like and full of stainless steel; it was immaculate,” and went on to say that he “watched in awe as gourmet oompa loompas diligently prepared a dizzying array of dishes (Norton, 2009).” b. How does the elBulli example illustrate the difference between listening to customers and understanding customers? what does this distinction have to do with fostering continuous innovation in an organization? The elBulli team understood the importance of implementing the changes that meet customer expectation. They understood that it was important to customers to have new recipes each year. This is what keeps the customers satisfied and returning to elBulli despite the two-year wait for a reservation. Listening to customers does not always cause an action on the part of a company. The distinction between listening and understanding customers is what brings the company to action when considering new innovative ideas. 2. What are the most salient features of the creative process (continuous innovation) at elBulli? Chef Ferran Adria revolutionized elBulli into one of the top restaurants in the world by introducing his innovative
1. a.Which elements of the elBulli experience create value for clients?
The entire elBulli experience is valuable to the restaurant’s clients. The time and creativity the staff and chefs put into the elBulli experience make the customers feel valued. The elBulli dining experience is a unique and exclusive experience for customers. Customer’s feel that their time is well spent due to the quality of their dining experience at the restaurant. elBulli makes the customer feel sincerely appreciated by giving them at tour of the restaurant before their dining experience. “Upon arriving, patrons were greeted by the staff and taken on a tour of the kitchen in order to showcase the unusual equipment and innovative techniques used at elBulli. One patron—who described Adrià as “Willy Wonka”—wrote, “Lab-like and full of stainless steel; it was immaculate,” and went on to say that he “watched in awe as gourmet oompa loompas diligently prepared a dizzying array of dishes (Norton, 2009).” b. How does the elBulli example illustrate the difference between listening to customers and understanding customers? what does this distinction have to do with fostering continuous innovation in an organization? The elBulli team understood the importance of implementing the changes that meet customer expectation. They understood that it was important to customers to have new recipes each year. This is what keeps the customers satisfied and returning to elBulli despite the two-year wait for a reservation. Listening to customers does not always cause an action on the part of a company. The distinction between listening and understanding customers is what brings the company to action when considering new innovative ideas. 2. What are the most salient features of the creative process (continuous innovation) at elBulli? Chef Ferran Adria revolutionized elBulli into one of the top restaurants in the world by introducing his innovative