elBulli: The Taste of Innovation

Case Solution

Michael I. Norton, Julian Villanueva, Luc Wathieu
Harvard Business School ()

Ferran Adrià, head chef at elBulli, which has been the highest-rated restaurant in the world for two years in a row, faces two related decisions. First, Adrià and his team must constantly develop new and different dishes for elBulli’s pioneering cuisine in order to ensure a continuous flow of innovation that lays the foundation for the restaurant’s success. In addition, they also face the challenge of expanding their business and seeing if elBulli’s core concepts, this “taste for innovation”, can be transferred to domains from consulting to fast food. The case leads readers to spend a night at elBulli, using rave reviews from former guests to capture the entire experience, from the long drive to the restaurant to the tour and descriptions of the food itself.

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