Unreasonable Hospitality: The Remarkable Power of Giving People More Than They Expect

The 95/5 Rule, a financial and operational principle that Will Guidara discusses in Unreasonable Hospitality, advocates for the meticulous management of 95% of one’s budget or resources to afford the freedom to splurge with the remaining 5% on seemingly minor yet impactful details. This rule emphasizes the importance of disciplined budgeting and resource allocation to enable creative liberties and enhancements that significantly elevate the guest experience. For instance, when Guidara worked for MoMA, this rule allowed for the purchase of special, albeit more expensive, artisanal gelato spoons, which, while a small detail, contributed to a memorable dining experience. The concept underscores EMP's commitment to excellence in every aspect of service.

“Corporate-smart” refers to a business approach characterized by structured systems, standardized procedures, and a focus on efficiency and profitability; this business style is often found in larger, more bureaucratically managed organizations. Within the context of Guidara’s narrative, the term contrasts with “restaurant-smart,” highlighting the tension between maintaining rigorous control and oversight typical of corporate environments versus the flexibility and creativity often essential in hospitality. Guidara explores how elements of the corporate-smart approach can be beneficial, such as in instilling financial discipline and operational efficiencies, but also warns of its potential to stifle innovation and personalization in guest experiences if not balanced with a more nuanced, guest-centric approach.