According to numerous prizes and awards won over the past few years, elBulli is recognized as the best restaurant in the world, and its owner and Chef Ferran Adrià is recognized as the best chef in the world. It is almost impossible to get a table at elBulli, since it serves 8000 dishes a year. The very strong scarcity, the exclusivity of the setting of Roses, on the Costa Brava, and the constant effort put into innovation and creativity are the main things that contribute to classify elBulli restaurant as a luxury brand. The restaurant is the first and core activity of elBulli: This is where the business, the brand and the recognition elBulli started and continues to grow. The reputation of elBulli restaurant is based on commitment to the highest levels of innovation, quality and exclusivity in terms of gastronomy. elBulli is synonymous to happiness, according to Ferran Adrià.
[...] However, we noted that broadening the brand awareness with side products is not a valid strategy in marketing of luxury : , the restaurant does not appear under the right angle when books or home textiles are sold under the elBulli name: there is no luxury anymore, essentially because those side products are sold online, for relative lower prices, and are accessible to anyone. There is a very high risk of diluting the brand image by choosing to diversify a luxury business this way. [...]
[...] The books could also be ordered through those libraries, hence establishing a direct contact between the customer and the bookstore Promotion: stop alliances with other partners that dilute the brand image; instead, choose new partnerships with luxury brands that are of the same “luxury level” as elBulli restaurant The promotion of the restaurant mainly happens through the word-of-mouth of customers who experienced a dinner at the restaurant, many prizes and awards that he restaurant won over the past years, and the articles published in the international press about the restaurant or its very famous chef, Ferran Adrià. [...]
[...] Finally, I would recommend the launch of a new service that would also enable elBulli to promote its strategy further , idyllic and remote location by the sea hours away from the city: a luxury transfer service from Barcelona. People could be picked up and brought back after their “experience” at elBulli, at the destination of their choice (in a radius of 250km let's say). This would enable the customer to extend its experience: before and after the dinner, elBulli's world of luxury, finesse and high end product would be alive for the customer. [...]
[...] Customers dream about getting a table at elBulli for years, and Ferran Adrià maintains that the personal contact with his customers is very dear to him, and he wishes to stay focused on his dream, creativity and innovation in haute cuisine. The intimate relationship between the chef and its customers would disappear if new restaurants were opened elsewhere in the world. Moreover, the fact that elBulli is the best restaurant in the world and is located in Spain has always played a significant role. [...]
[...] The overall increase in price for a dinner at elBulli would not prevent people from booking a table at elBulli, on the contrary, it would make the product even more “untouchable”, which is exactly what a luxury brand wants to achieve. People will understand the upward shift in price, because it is explicitly justified by the very high demand. We must keep in mind that a luxury brand can ask any price because people will still buy the product! Adrià's vision so far has been to keep “moderated” prices, in order to enable more modest people to afford a dinner at elBulli. [...]
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