Understanding vs. listening to customers  NOV 25 2009

A fascinating but short case study of Ferran Adrià's restaurant El Bulli from the perspective of an MBA.

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."

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