The name elBulli is synonymous with creativity and innovation. Located in Catalonia, Spain, the three-star Michelin restaurant led the world to "molecular" or "techno-emotional" cooking. People traveled from all over the world to experience the wonder that chef Ferran Adrià and his team concocted in their test kitchen, never offering the same dish twice. *Appetite for Innovation* is an organizational analysis of elBulli and the nature of innovation.