Elbulli Case
elBulli, a mini golf course and a restaurant, established in 1961 by Dr. Hans Schilling and his wife in a remote cove called Cala Montjoi near the beautiful town of Roses on Spain’s Costa Brava, repeatedly revitalized and rejuvenated by a series of promising chefs into one of the top cuisine destination in the course of time. Finally Ferran Adrià , the chief chef and present owner of elBulli who took charge in 1987, added his personal touch of creativity in its culinary elevating elBulli into a totally new unique level of dining experience and made it the most famous restaurant of the world.
elBulli is a lot more than a top notch restaurant. Its exclusivity is not only limited to its price but also to its accessibility. It operates only for 6 months a year, receives 1 million annual booking requests but only 8000 (50 per day) of the fortunate customers are finally granted reservations. Reaching to elBulli also is a tiring and thrilling experience for many. A typical elBulli meal course takes 5 hours, has 35 dishes and unfolds in three acts, changes slightly everyday and often instructed by the ever attentive and interactive staff on how to savor each item. All dishes are unique, with a traditional flavor but deconstructed or modified into an exceptional cuisine with the experimental and creative touch of 40 odd chefs designing the menu and the culinary. elBulli’s value proposition is to create the cuisine which provokes unique senses of not only taste but also senses of the aroma, the feeling as well as the sight of the foods which give customers an experience of a roller-coaster ride of textures and flavors. A magic touch, expecting the unexpected is what it offers to its customers.
The elBulli team constantly seeks for new techniques and equipments to experiment, which they often incorporate into the presentation of recipes. They take near scientific techniques and approaches to invent and transform the recipes and methods of preparation. Each year during the off-season, elBulli team works on inventing new techniques and concepts for the next year. A recipe used once will be discarded next year.
Ferran AdriĂ , the man behind the revolution of gastronomic culinary that spans across arts, psychology, science and technology, values creativity more than his customers. Cooking is his passion, not profession. He is passionate about creative cuisine and posses no interest in being a business creature. AdriĂ ignores customer feedback yet his customers are some of the most satisfied in the world. He did not want to create recipes what customer expects rather he wanted to create an unexpected magic taste, a whole new culinary, which ignites the sixth sense of the diner.
A unique recipe or a mere cherish-able dining experience is not the only product of Adrià ’s magic kitchen, rather, the product is the whole experience, starting from the anticipation in reservation system, adventurous