Elbulli Essay

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Introduction

elBulliis one of the most exclusive restaurant in the world located just outside Barcelona,which serves 8,000 customers per year out of thetwo million reservation requests it receives.The main challenge for elBulli is to keep creating innovative dishes and new culinary experiences for the customers.Every six months the restaurant closes down and new recipes are developed in “El Taller”. This complex process arises the first core problem for the restaurant; how is elBulli going to stay innovative with its recipes?In addition, the restaurant recently started looking for ways to expand their business. Among these are book publishing, hotels and fast food chains, and consulting projects. These projects are a valuable asset since running the restaurant has proven to be costly.To what extend should elBulli participate in side business projects while notloosing focus on the restaurant?

Marketing Analysis

Dining at elBulli is presented as a unique experience for a small group of customers. Obtaining a reservation and arriving at elBulli is alreadynotoriously difficult. The tour in the restaurant is carefully planned and the 35 meals are created with endless dedication. This uniqueness makes elBulli a very attractive restaurant for people in the search of something different. The ideal customer must be passionate about food and be willing to be surprised by completely new flavours and experiences. Moreover, he/she must be able to afford the starting fee of €230 per person.The restaurant itself as a business has an extensive history marked by excellent chefs and Micheling stars. Thephilosophy applied to Adrià’s dishes capable of making clients reminisce about the past, is an experience you cannot find anywhere else. Therefore elBulli manages to meet the needs of those customers in the search for something new.In terms of competition, elBullidoes not have arising competitors as it targets a niche market and starting the business is highly costly. elBulli was not intended to become a profitable business but more of an exclusive innovative project for Adrià to experiment and cook for “sensitive people”, instead of millionaires.

2 problems: Costly – no revenue and how to deal with Side businesses. It is impossible to keep up with innovative recipes and make profit if sold at that price. elBulli is an open business model focused on creativity

Grow business forward, it should continue on expanding on the

STP- Segmentation, Targeting and Positioning

The market segments include curious people that are looking for a special culinary experience or people who has an ardent or refined interest in food in general or molecular gastronomy. Ferran Adria should target Haute cuisine lovers with relatively high income, which consider to be more loyal to the brand that he developed. Since the trend of "foodies" is rapidly increasing, the market is increasing as well.