The document discusses elements of the experience at elBulli restaurant, including reservations, travel, tours, meals, and service. It examines how each element adds value and explores whether elBulli should operate as a business. Specifically, it outlines chef Ferran Adria's approach of prioritizing creativity over traditional market research and customer feedback, intuiting that people want innovative dishes they couldn't imagine rather than standard menu items.
The document discusses elements of the experience at elBulli restaurant, including reservations, travel, tours, meals, and service. It examines how each element adds value and explores whether elBulli should operate as a business. Specifically, it outlines chef Ferran Adria's approach of prioritizing creativity over traditional market research and customer feedback, intuiting that people want innovative dishes they couldn't imagine rather than standard menu items.
The document discusses elements of the experience at elBulli restaurant, including reservations, travel, tours, meals, and service. It examines how each element adds value and explores whether elBulli should operate as a business. Specifically, it outlines chef Ferran Adria's approach of prioritizing creativity over traditional market research and customer feedback, intuiting that people want innovative dishes they couldn't imagine rather than standard menu items.
Reservation Trip Tour Meal Service Scarcity Effort Access Innova tion Exclusi vity Elements of the elBulli Experience Value Added by Each Element The Innovation Process at elBulli Idea Research Materials Techniques Equipment Recipe Inserting Creativity Experimentation Is elBulli a Business? Should it be a Business?
Reservation Trip Tour Meal Service More Customers More Locatio ns Decrease or Eliminat e Greates t Hits Streamlin e Staff Elements of the elBulli Experience Increased Profitability Listening to Customers or Understanding Customers? (1) Standard Marketing Approach: Careful market research, Product design based on customer segmentation, product redesign based on customer feedback in focus groups, taste tests and so on Adrias Approach: Creativity comes first; then comes the customer Listening to Customers or Understanding Customers? (2) Ask customers what they want that they have never had, and they will likely never ask you to extract the essence from hundreds of olives, then come up with some liquid that you can pour that essence into to create magical pseudo-olive. Instead they will tell you to cook their steak medium-rare instead of medium or to prepare their milk with chocolate Adria has intuited that people are eager to experience things that no amount of customer research could uncover.