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El Bulli

In: Business and Management

Submitted By psaenz
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Dirección de Empresas I

Caso N°6 elBulli Pablo Saenz-Laguna Saavedra
11 de Agosto 2014

1.-¿Qué rol juega Ferran Adrià en elBulli? ¿Cuál es la importancia de ese rol?
Ferran Adriá, asume el liderazgo en el desarrollo de un nuevo estilo para el elBulli, con el cual lo llevo a ser 4 veces el mejor restaurante del mundo, esto a través de su visión única del negocio del restaurante, en donde la creación y las sensaciones son la base de todo (los clientes viene después).
Adriá al darse cuenta que las cosas tenía que hacerlas diferentes a los demás, que el ganar o perder una estrella no eran los objetivos, sino consecuencias y que la creatividad no es copiar platos de otros chefs, intentó romper el esquema tradicional preocupándose de la creatividad y las sensaciones que producían cada una de sus creaciones culinarias. Con este pensamiento, Adriá lideró la modificación del restaurante elBulli, en el cual se dedicó además de la operación natural de un restaurante a la creación de nuevas formas de innovar en todo sentido, él motivó a su equipo a crear nuevos platos, el chef Luis Aduriz comentó, ”La revolución más grande que trajo Ferran no fue la técnica que usó, sino su filosofía. Ha ignorado las barreras que impedían que nosotros innováramos y ha avanzado sin temor alguno.”, esto muestra que Ferran fue el motor que impulasaba la creatividad y logró traspasar a su equipo la esencia de elBulli, con lo cual lograba alinearlos y romper el miedo a crear. Él desarrolló un laboratorio de innovación y desarrollo (El Taller), donde durante 6 meses se dedicaban a crear nuevos platos para la carta del siguiente año de elBulli, Ferran Adriá decía que era de crucial importancia para el proceso creativo de elBulli era la idea de que las recetas debían ser creadas, utilizadas por una temporada, y luego descartadas definitivamente. Porque la carta en elBulli debe experimentar renovación cada año. En este laboratorio tenías diferentes formas de crear nuevos platos como por ejemplo: * Introducir en nuestra cocina emociones como la ironía, la provocación, el sentido del humor, y recuerdos de la infancia. El objetivo es incorporar en la gastronomía otros elementos de juicio, a parte de los puramente sensoriales. * Deconstrucción: Método consistente en disgregar cada uno de los elementos de un plato y someterlos a modificaciones de textura y temperatura. El resultado es bastante irreconocible pero conserva el genoma original. * Adaptación: Revisión de recetas de cocina clásica o tradicional, adecuadas a una nueva filosofía. El resultado es reconocible comparado con el original.
Además de esto se preocupan de cómo descontextualizar los platos, modificando los utensilios o recipiente en que se presentan y el modo de servir.
De esta forma adriá logro diferenciarse de sus competidores al punto que entregaba un concepto totalmente diferente y su segmento era el de la gente sensible al apreciar la comida y para poder comer elBulli debía reservar con años de anticipación, incluso así no estaba garantizado el comer ahí, ya que de entre 1 y 2 millones de reservas que recibían por año, solo aceptaban 8.000 personas por temporada. Algunos Antecedentes que hacían único a elBulli: * Solo abría 6 meses por año. * Recibe entre 1 a 2 millones de reservas por año y solo atiende a 8.000 clientes. * Compra 7 Kg de alimento por cliente y solo entrega el 10%. * Atiende 50 clientes por noche con 70 trabajadores. * Tienen un laboratorio de innovación y desarrollo culinario.

El rol de liderazgo de Ferran Adriá en elBulli es la base del éxito del restaurante y sin su visión y la capacidad para alinear a la organización con esa visión, elBulli no hubiese logrado el éxito que logró.

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