MBA students give Spanish restaurant “elBulli” the once-over and find it wanting… the same elBulli that only opens for six months of the year, and from a total of two million requests, grants reservations to just 8000 diners annually.
There is much about the restaurant that is inefficient, as MBAs are quick to note: Adrià should lower his staff numbers, use cheaper ingredients, improve his supply chain, and increase the restaurant’s hours of operation. But “fixing” elBulli turns it into just another restaurant, says Norton: “The things that make it inefficient are part of what makes it so valuable to people.”
“Marketing is a science, but it’s also an art.”
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