In early 2008, Juli Soler and Ferran Adri, co-owner of one of the most famous restaurants in the world, elBulli, situated in Cala Montjoi outside of Roses on the Costa Brava in Spain, were the week before the opening of another season. As usual, reservation lines were flooded immediately for the 2008 season. Each year, elBulli served 8,000 people from nearly a million requests a reservation.
How would you explain such unassailable demand? Can be endless press announcement Adri "the best chef in the world"? Maybe the fact that everyone respects leadership elBulli food placed on top? Is it to do with the menu elBulli, with its striking art? Whatever the answer, it is undeniable that Adri and elBulli represented the Spanish avant-garde. The company has grown to include countless books, catering, cooking classes around the world, hotel, fast food franchise concepts and cooperation with multinational corporations marketing products. What was the magic recipe at elBulli? What made the restaurant a central part of mythology Ferrand though - to the surprise of many outsiders - it was not that useful? In thinking about the 2008 season, the question for Soler, Adri and others in the team were: What Next "Hide
by M. Julia Prats, Javier Quintanilla, Jordan Mitchell Source: IESE 30 pages. Publication Date: April 4, 2008. Prod. #: IES214-PDF-ENG
Related Case Solutions & Analyses:
The Market Within: Marketing approach to creating and developing High-Value employment relationships
Sony Ericsson: Marketing the Next Music Phone
Charmed Technology
Cyberservice: Taming Service Marketing Problems with the World Wide Web
Lenovo: A Chinese Dragon in a Global Village
Newmont Mining Corp. and a Mercury Spill in Peru (B)
The Globe and Mail: Cut-and-Paste Plagiarism Scandal
Blue Ocean Strategy
How Apple’s Corporate Strategy Drove High Growth
Chocolates El Rey, Spanish Version
