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

Unreasonable Hospitality: The Remarkable Power of Giving People More Than They Expect by Will Guidara chronicles the journey of Eleven Madison Park (EMP) as Guidara transforms it from a moderately respected New York City restaurant to the top restaurant in the world. Published in 2022, the book has already impacted popular culture—it’s been featured on TV shows such as The Bear and Billions. In Unreasonable Hospitality, Guidara imparts business insights through a personal lens. The book serves as a memoir of his career, as well as a manifesto on the profound impact of exceeding expectations in the hospitality industry. Using personal anecdotes, philosophical reflections, and practical insights, Guidara outlines a blueprint for achieving excellence through a relentless focus on guest experience, team communication, and attention to detail. Moreover, according to Guidara, his philosophy of unreasonable hospitality can extend beyond the restaurant industry and into any field.

This guide refers to the 2022 ebook edition published by Penguin Random House.

Summary

The book opens with a pivotal moment in Guidara and his business partner Daniel Humm’s career—the 2010 ceremony for the World’s 50 Best Restaurants. Guidara and Humm expected to place around 35th or 40th, but Eleven Madison Park (EMP) came in 50th—last place. This moment of disappointment served as a catalyst for the two men. They committed to transforming EMP into a restaurant that could lead the industry not just through culinary excellence, but also through an unparalleled commitment to hospitality. This resolve is encapsulated in Guidara’s philosophy of “unreasonable hospitality,” which became the guiding principle for their endeavors.

In the subsequent chapters, Guidara delves into the early stages of his career and the foundational experiences that shaped his approach to hospitality. He recalls dining at the Four Seasons as a child and feeling enchanted by the magic of the event. He also shares some of what he learned as a student at Cornell University and his formative interactions with industry luminaries like Danny Meyer and Daniel Boulud. In recounting these moments, Guidara highlights the importance of mentorship, passion, and the relentless pursuit of excellence.

While at Cornell, Guidara became enamored with Meyer’s restaurant group and later went on to work for him. Afterwards, Guidara followed his father’s advice and began working for his father’s company to gain corporate expertise. Later, Guidara returned to Meyer’s restaurant group, an organization that Guidara’s father deemed more “restaurant-smart” than corporate-smart—in other words, the company allowed for greater emphasis on hospitality, creativity, and freedom, but it lacked the oversight, structures, and systems of a more corporate-savvy organization. Upon his return to Meyer’s restaurant group, Guidara took on the role of General Manager at Eleven Madison Park, a mid-rated restaurant that Meyer wanted to transform into a fine dining establishment.

Guidara discusses the challenges of leading EMP through significant changes, including the complete overhaul of the restaurant’s menu and service model to focus intensely on hospitality. He introduces concepts like the “95/5 Rule,” emphasizing the importance of disciplined resource management to enable creative indulgences, and the “One-Inch Rule,” underscoring the significance of intentionality in every action, no matter how small.

A significant part of the book is dedicated to the strategies implemented to elevate the guest experience at EMP. This includes the introduction of initiatives aimed at creating personalized, memorable moments for guests that go beyond traditional service. Guidara shares how “legends”—unexpected, creative, and highly customized gifts designed to surprise and delight guests—were concocted and coordinated by the staff, with the help of Dreamweavers, or specially appointed employees dedicated to creating these experiences. Guidara’s narrative illustrates how these efforts required a deep commitment to observation, creativity, and, importantly, a culture of empowerment and trust within the EMP team.

Guidara candidly discusses the internal and external challenges of striving for excellence. He touches on the tension between control and trust, particularly highlighted in his initial reluctance to appoint a successor when expanding his leadership to another restaurant, The NoMad. These anecdotes serve as lessons about the delicate balance required in leadership, the value of adaptability, and the importance of genuine connection with guests.

Guidara reflects on the evolution of his partnership with Daniel Humm and their continuous efforts to innovate and push boundaries as EMP achieved global recognition. This period of introspection and growth led to a significant pivot towards simplicity and restraint, marked by a reduction in the number of courses and a more interactive, conversational approach to dining. This shift represented not just a change in service style, but also a philosophical realignment towards the essence of what made EMP special—its ability to create a unique, deeply personal connection with each guest.

In the concluding chapters, Guidara discusses the eventual dissolution of his partnership with Humm, a moment that marked the end of an era for EMP and the beginning of a new chapter for Guidara. He shares insights into his post-EMP endeavors, including advocacy work during the COVID-19 pandemic and personal reflections on the impact of his career on his life and values.

The epilogue serves as a meditation on the broader implications of unreasonable hospitality, not just for the restaurant industry but for any service-oriented endeavor. Guidara posits that principles of care, attention to detail, and the pursuit of excellence are universal values that can transform any business or personal interaction.

Unreasonable Hospitality strives to be more than a memoir or a business book. Through the journey of Eleven Madison Park and the personal growth of its leaders, Guidara offers a compelling argument for the value of hospitality as an art form, a philosophy, and a way of life.