El Cielo: creating heaven on a plate

Research methodology This case was developed using a grounded theory approach and ethnographic observation. The authors conducted 14 semistructured interviews with internal stakeholders − including the founder, family members and staff − and gathered on-site field notes during immersive visits to elcielo’s Bogotá and Medellín locations. Partial financial data were disclosed to support internal projections and scenario planning. In addition, experiential data were collected through customer sessions, and preliminary biometric analyses (EEG and GSR) were reviewed to illustrate the potential business applications of neuromarketing. No external benchmarking was included, which enhances internal validity by preserving the authenticity of the firm’s perspective, though it limits direct cross-case comparison. Case overview/synopsis This case examines elcielo, a pioneering fine-dining restaurant founded in Medellín, Colombia, by chef and entrepreneur Juan Manuel Barrientos (JuanMa). Celebrated for its inclusion among Latin America’s 50 Best Restaurants, elcielo redefines traditional dining through a series of immersive “moments” − multisensory culinary experiences that blend neuroscience, storytelling and Colombian heritage. Rather than allowing customers to choose their dishes, elcielo curates a journey designed to trigger emotions, memories and sensations through food. After successful expansions to Bogotá and Miami, JuanMa now stands at a strategic crossroads. The case centers on a critical decision: how to scale elcielo without compromising its creative integrity. Three strategic paths are under consideration: optimizing operational efficiency and lunchtime traffic in domestic markets, accepting investor funding to accelerate international growth − at the risk of losing creative autonomy or launching a standalone venture focused on neuromarketing and experiential design that extends the brand beyond restaurants. Each alternative presents distinct trade-offs in terms of scalability, control, brand coherence and long-term sustainability. Students are challenged to evaluate the feasibility and alignment of each strategic option with elcielo’s core identity and values. The case is designed for MBA and executive education audiences and is particularly relevant for courses in strategy, innovation, entrepreneurship and brand management. It encourages critical reflection on the growth dilemmas faced by founder-led businesses operating in creative industries, and prompts debate around the balance between artistic vision and commercial scalability. Complexity academic level This case is well-suited for courses in strategic management, innovation, branding and entrepreneurship. It is especially effective in capstone modules where students are expected to analyze complex trade-offs involving growth, autonomy and brand authenticity, applying conceptual frameworks to real-world scenarios.