In New York Times Adria stated that the restaurant was making a half a million loss every year. Who led this creative experiment?It was experimenting and customer just happens to be the one who to share the results of the experiments. But the creative ego has nothing to do with popularity. The meal contains 35 dishes and the waiters have the task to explain what it is and how to eat this piece of art on the plate. Businesswise a customer would be much higher in priorities and creativity would be a tool to satisfy them. His target is not to copy the good things but to create unexpected and new recipes to inspire feelings within the diners. All of them have nothing in common with elBulli. Passion by itself is useless, you need pressure to channel it. Their creative recipes and innovative way of cooking 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. This would be possible, but would it make any sense? This is very important and extremely difficult. Instead they want to focus on where their passion is and that is experimenting with food. They are available to a wide range of people for affordable prices. Adria and the elBulli team have established a hotel, introduced fast food and have been dedicated to different consulting activities.
Adria thinks when he will ask the customers what they want, they will always say something already known for example a good steak but that want will never be a once-in-a-lifetime experience.
What are the salient features of the creative process at elBulli? He visited several places in Europe and we attended a class by Jacques Maximin.
Transcend traditional management trade-offs Summary elBulli is a well-known restaurant famous not only for his chef, Ferran Adria, but also for being a creative organization in which every year more than a hundred elaborations are put in place. Only 50 people per night are allowed in the restaurant 8, people per year 70 employees work at elBulli, 50 of them are stagiaires.
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.This inspiration provided a new language to his cuisine, in which lights, textures and volumes played a dominant role. They do not serve food but they serve emotions as they try giving their customers new experiences which are totally unexpected before. Can the elBulli philosophy be applied to potato chips? As described in the Case Study there have been multiple examples for the application of the elBulli philosophy to other industries than the restaurant sector. And that is something to respect. Everything had to be completely new next year and the team was experimenting all the time. In , 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. Business case, page 4 [ 3 ]. What factors made elBulli the best restaurant in the world? Another important reason is the gaining of knowledge concerning new technology and equipment. Today, what really matters is creativity, and art lies within creativity. So elBulli has the objective to surprise the customer and not offering what they expect or actually want.
However the team of elBulli is far from paying attention to customer needs and satisfying them. So this unique restaurant satisfies the curiosity of the customers without willingness to do that. It is just different.
The creativity team of elBulli is always searching for new techniques and ways how to prepare food.