El Celler de Can Roca: Best in the world
El Celler de Can Roca is a three-Michelin star restaurant that has been named the best restaurant in the world by several specialist publications and has won several awards. The case sets out the schedule for one month of El Celler operations, showing the multiple activities in which the three Roca brothers - the visible heads and driving forces of the organization - are engaged on a daily basis. The restaurant's unconventional way of operating and the diverse array and dizzying pace of activities undertaken by the brothers in support of the business open the class discussion. Is El Celler's model sustainable in the long term? Could it be tweaked somehow? Moreover, is El Celler's unique way of doing things something that can work only in the haute cuisine business or could it be replicated or exported in part to other industries?
Collection: IESE (España)
Ref: M-1357-E
Format: PDF
Number of pages: 16
Publication Date: Mar 27, 2017
Language: English, Spanish
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Description
El Celler de Can Roca is a three-Michelin star restaurant that has been named the best restaurant in the world by several specialist publications and has won several awards. The case sets out the schedule for one month of El Celler operations, showing the multiple activities in which the three Roca brothers - the visible heads and driving forces of the organization - are engaged on a daily basis. The restaurant's unconventional way of operating and the diverse array and dizzying pace of activities undertaken by the brothers in support of the business open the class discussion. Is El Celler's model sustainable in the long term? Could it be tweaked somehow? Moreover, is El Celler's unique way of doing things something that can work only in the haute cuisine business or could it be replicated or exported in part to other industries?
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Year: 1986-2017
Geographic Setting: Spain
Industry Setting: Tourism, Restaurants and Entertainment
Learning Objective
This is a case in which students have to evaluate the structured marketing plans that many companies use and a new marketing approach that has a lot to do with innovation, word of mouth and trial and error. There is plenty of room for discussion, which can lead to participants taking different sides because there are arguments to defend both positions. A lot can be learned from the disagreements: innovation compared to structured thinking processes; licensing as a way to innovate at very little cost; using the power of others instead of building costly sales forces. A case for big debates.
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"El Celler de Can Roca: Best in the world"
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