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Consumer Behaviour Case write-up
According to Chef Ferran Adria, elBulli has some of the most exciting features as a restaurant that has made it one of the most sought after one in the world. The Chef says it is the creativity, extreme innovation and relentless pursuit of excellence that have led to its success. However, as per some of the researches conducted about its success,
the following factors come out as the main ones:
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The tour: the first thing that the customers notice about its eminence is the way it allows them to have an amazing experience of the tour. It is situated in the steep mountainous region giving them goose bumps altogether.
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The meal: the meal is surely the next big factor in which a dizzying array of dishes is presented to the customers. It is coupled by unbelievably attentive staff that makes the customers as if they are the only people at the place.
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Behind the scenes: the processes that go behind the scenes are extraordinarily elaborated yet effective. A 60-member team of the staff starts-off the day by purchasing necessary products and put every possible dish at the right place at the right point in time (de Solier, 2010).
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The most important and crucial features that are responsible for what makes elBulli a standalone restaurant in the world are as follows:
The opening of R&D Laboratory, called El Taller in Barcelona has helped it enhancing the innovation and creativity necessary for its valuable customers around the world.
The creative processes that were incorporated in El Taller were also adapted and imitated by many other restaurants, although a lot of recipes required expensive machinery (Norton, Villanueva & Wathieu, 2009).
Each and every year a completely new and different menu is generated and presented and it is not repeafterwardwards.
Chef Adria and his innovative team of professionals have been travelling the whole world in order to get new insights and new ideas regarding new tastes. This approach is immensely helping his team to create new seasonal dishes.
Chef Adria has an amazing knack of combining traditional dishes with his own set of innovative alchemies in order to present the customers a unique style of food that would not be found elsewhere.
In spite of being one of the best in the world in the restaurant business, elBulli does have a few chinks in its armory – so to speak. To start with, one weakness that was evident while going through the research report was that approximately half of its 60 employees were trainees who were not given salary. However, the following weaknesses are very important to address:
As per the research conducted about its business operations, it is operating only for a much shorter period of six months and because of that only as less as 50 customers are served per evening, so leaving a lot of space for the improvement in this area.
elBulli has a kitchen having an area of 350 square meters which is much larger than the area utilized for dining space.
The number of staff to the number of dishes shows that the average final meal price is such that elBulli usually fell short of breakeven.
Therefore, an easy solution is that the duration of the operation should be increased and should be made it whole year. Also, there is a scope of making more rooms so that more and more customers could be served at the same time because the request for booking of the table there is around 1 million per year ("El Bulli: The 'Best Restaurant in the World' Shows Off the Power of Open Business Models - Knowledge@Wharton", 2009).
As per the case study, we can suggest a few things with regards to the business strategies of elBulli that Adria and his innovative team have a unique opportunity of coming up with a new elBulli restaurant at another place be it in Spain or anywhere in the world with an aim of serving as much customers as they can with their quality recipes. They need to reduce the countless variety of their dishes and because of that they will be able to reduce the prices in turn as well as they could operate their business for more months in a year. As per the observations of Adria himself, the average price of the meal at elBulli was close to 230 Euros. So, he said that he doesn’t cook for millionaires but rather for sensitive customers, clearly stating that the philosophy with which elBulli is serving is something different as well as unique. Therefore, the philosophy with which elBulli is apparently is going on is completely differently from what a fast food industry usually goes on. So, it would be sensible on their part to stay away from the philosophy that is applied to potato chips and focus on its own (Adria? & Diego, 2011).
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Adria?, F., & Diego, E. (2011). The family meal. New York, NY: Phaidon Press Inc.
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de Solier, I. (2010). Liquid nitrogen pistachios: Molecular gastronomy, elBulli and foodies. European Journal Of Cultural Studies, 13(2), 155-170. http://dx.doi.org/10.1177/1367549409352275
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El Bulli: The 'Best Restaurant in the World' Shows Off the Power of Open Business Models - Knowledge@Wharton. (2009). Knowledge@Wharton. Retrieved 21 March 2016, from http://knowledge.wharton.upenn.edu/article/el-bulli-the-best-restaurant-in-the-world-shows-off-the-power-of-open-business-models/
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Norton, M., Villanueva, J., & Wathieu, L. (2009). elBulli: The Taste of Innovation. Retrieved 21 March 2016, from https://s3.amazonaws.com/prod_object_assets/assets/101459746239501/elBulli.pdf?AWSAccessKeyId=AKIAIXM6FRIC5QVSA63Q&Expires=1458568291&Signature=WxO1oAMoQjBomNkLhyOLj1DqsA0%3D#_=_
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