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elBulli: The Taste of Innovation

Mapping the Value of elBulli Experience


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.

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