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Essential lessons in hospitality for every business, from the former co-owner of legendary restaurant Eleven Madison Park.
Will Guidara was twenty-six when he took the helm of Eleven Madison Park, a struggling two-star brasserie that had never quite lived up to its majestic room. Eleven years later, EMP was named the best restaurant in the world.
How did Guidara pull off this unprecedented transformation? Radical reinvention, a true partnership between the kitchen and the dining room—and memorable, over-the-top, bespoke hospitality. Guidara’s team surprised a family who had never seen snow with a magical sledding trip to Central Park after their dinner; they filled a private dining room with sand, complete with mai-tais and beach chairs, to console a couple with a cancelled vacation. And his hospitality extended beyond those dining at the restaurant to his own team, who learned to deliver praise and criticism with intention; why the answer to some of the most pernicious business dilemmas is to give more—not less; and the magic that can happen when a busser starts thinking like an owner.
Today, every business can choose to be a hospitality business—and we can all transform ordinary transactions into extraordinary experiences. Featuring sparkling stories of his journey through restaurants, with the industry’s most famous players like Daniel Boulud and Danny Meyer, Guidara urges us all to find the magic in what we do—for ourselves, the people we work with, and the people we serve.
Unreasonable Hospitality is the must-read New York Times bestseller redefining service excellence across every industry. Featured in FX’s The Bear and Showtime’s Billions, this transformative book reveals how Will Guidara turned struggling two-star brasserie Eleven Madison Park into the world’s best restaurant.
At twenty-six, Guidara took the helm of a restaurant that had never lived up to its potential. Eleven years later, through radical reinvention and Unreasonable Hospitality, EMP reached the pinnacle of dining excellence. The secret? Memorable, over-the-top, bespoke experiences that surprised guests—from spontaneous Central Park sledding trips to beach-themed private dining rooms complete with sand and mai-tais.
But Unreasonable Hospitality extends beyond guest experiences. Guidara shares how intentional leadership, generous problem-solving, and empowering every team member to think like an owner creates transformative results. Featuring stories alongside industry legends Daniel Boulud and Danny Meyer, this book proves that every business can choose to be a hospitality business.
Today’s marketplace demands more than transactions—it craves extraordinary experiences. Whether you’re in restaurants, retail, healthcare, or technology, Unreasonable Hospitality provides the blueprint for finding magic in your work, delighting the people you serve, and building teams that deliver unforgettable moments.
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