Unreasonable Hospitality

Guidara's book is a masterclass in customer experience that transcends the restaurant industry. His storytelling brings the principles of unreasonable hospitality to life, making complex concepts accessible and immediately applicable. The book's strength lies in its practical framework—readers don't just understand why extraordinary service matters, they learn exactly how to implement it. While some examples may seem restaurant-specific, Guidara skillfully demonstrates how the core principles apply across industries, from tech startups to retail chains.

Will Guidara is the former co-owner of Eleven Madison Park, which under his leadership became the #1 restaurant in the world and earned three Michelin stars. He co-founded the restaurant group Make It Nice and is the founder of Thank You, a hospitality company that helps businesses across industries create extraordinary customer experiences. Guidara's work has been featured in major publications worldwide, and he has become a sought-after speaker on hospitality and leadership.

The Transformation of Eleven Madison Park

Will Guidara's journey with Eleven Madison Park (EMP) serves as the central case study for unreasonable hospitality. When Guidara took over at age 26, EMP was a struggling two-star brasserie that consistently ranked last in New York City restaurant surveys. The turning point came when he and chef Daniel Humm decided to completely rethink their approach to hospitality.

The 50th Place Revelation

After EMP finished dead last (50th) in a major restaurant survey, Guidara and Humm realized they needed to fundamentally change their approach. Rather than focusing solely on perfecting the food, they began obsessing over the entire customer experience. This led to their famous motto: "We're not in the business of serving food; we're in the business of creating happiness."

Core Framework of Unreasonable Hospitality

1. The Service vs. Hospitality Distinction

Guidara makes a crucial distinction that forms the foundation of his philosophy:

• Service: Meeting expectations efficiently and professionally
• Hospitality: Exceeding expectations in ways that create emotional connections

This distinction transforms how businesses approach customer interactions. Service is about getting things right; hospitality is about making people feel right.

2. The Four Pillars of Unreasonable Hospitality

Pillar 1: Emotional Connection

Creating experiences that resonate on an emotional level rather than just satisfying functional needs. This involves:

• Understanding customers' emotional states and needs
• Creating personalized moments that show genuine care
• Building relationships rather than completing transactions

Pillar 2: Surprise and Delight

Going beyond what customers expect to create memorable "wow" moments:

• Unexpected upgrades or complimentary items
• Personalized touches based on customer preferences
• Creating stories customers will share with others

Pillar 3: Team Empowerment

Giving frontline employees the autonomy and authority to create extraordinary experiences:

• Trusting team members to make customer-focused decisions
• Creating systems that enable rather than restrict great service
• Celebrating employees who go above and beyond

Pillar 4: Continuous Innovation

Constantly finding new ways to exceed expectations and improve the customer experience:

• Regular brainstorming sessions for new hospitality ideas
• Testing and refining new approaches
• Staying ahead of customer expectations

Practical Implementation Strategies

Creating the "Wow" File

Guidara introduced the concept of a "wow" file at EMP—a collection of ideas for creating extraordinary customer experiences. This included:

• Personalized birthday celebrations
• Special menu items for returning customers
• Unexpected gifts or upgrades
• Customized experiences based on customer interests

The Power of Small Gestures

Many of the most impactful moments of unreasonable hospitality cost very little but create enormous value:

• Remembering customer names and preferences
• Following up after service issues
• Sending handwritten thank-you notes
• Providing unexpected complimentary items

Building a Hospitality Culture

Creating an organization where unreasonable hospitality becomes the norm requires:

• Hiring for attitude and empathy, not just skills
• Comprehensive training on hospitality principles
• Regular team meetings focused on customer experience
• Recognition systems that reward extraordinary service

Applications Beyond Restaurants

Technology Companies

• Personalized onboarding experiences
• Proactive customer support
• Unexpected feature gifts or upgrades
• Human-centered design approaches

Retail Businesses

• Personal shopping assistance
• Unexpected discounts or gifts
• Remembering customer preferences
• Creating memorable in-store experiences

Professional Services

• Going beyond contractual obligations
• Providing unexpected value-added services
• Building genuine relationships with clients
• Creating memorable client experiences

Measuring Success

Guidara emphasizes that unreasonable hospitality should be measured by:

• Customer loyalty and retention rates
• Word-of-mouth referrals
• Customer satisfaction scores
• Employee engagement and satisfaction
• Ability to command premium pricing

Key Takeaways for Implementation

1. Start Small: Begin with one small way to exceed expectations
2. Empower Your Team: Give frontline employees permission to be unreasonable
3. Focus on Emotional Impact: Create experiences that resonate emotionally
4. Measure What Matters: Track customer loyalty and word-of-mouth
5. Make It Sustainable: Build systems that support ongoing innovation

Unreasonable Hospitality provides a powerful framework for any business seeking to differentiate itself through extraordinary customer experiences. By focusing on emotional connections, empowering teams, and constantly innovating, organizations can create the kind of loyalty that transcends price and product features.