Book Summary Contents
- 1 Unreasonable Hospitality: The Remarkable Power of Giving People More Than They Expect – A Comprehensive Book Summary
- 2 Unreasonable Hospitality by Will Guidara Table Of Contents
- 3 Unreasonable Hospitality Summary Chapter-by-Chapter & Key Lessons
- 4 About the Author: Will Guidara – Visionary Restaurateur & Hospitality Innovator
- 5 Conclusion: Unreasonable Hospitality Summary
- 6 Get Your Copy
- 7 Sources & References
Unreasonable Hospitality: The Remarkable Power of Giving People More Than They Expect – A Comprehensive Book Summary
Introduction: Unreasonable Hospitality Summary: The Power of Unreasonable Hospitality
In Unreasonable Hospitality: The Remarkable Power of Giving People More Than They Expect, Will Guidara, former co-owner of Eleven Madison Park (EMP) and The NoMad, shares transformative lessons on leadership, service, and human connection. Published in 2022 by Optimism Press (a Penguin Random House imprint), this book is more than a memoir—it’s a blueprint for creating extraordinary experiences in any industry.
Simon Sinek, in his introduction, captures the essence of the book:
“It is about how to treat people. How to listen. How to be curious. And how to learn to love the feeling of making others feel welcome. It is a book about how to make people feel like they belong.”
Guidara’s journey—from transforming EMP from a “middling brasserie” to the “#1 restaurant in the world” (World’s 50 Best Restaurants, 2017)—reveals that hospitality is not just for restaurants; it’s a mindset that can revolutionize businesses, leadership, and personal relationships.
Key Themes of Unreasonable Hospitality
Hospitality vs. Service – Service is competence; hospitality is emotional connection.
Leadership & Culture – Great leaders obsess over their team’s well-being so they can, in turn, obsess over guests.
Unreasonable Standards – Going beyond “good enough” to create unforgettable experiences.
Adaptability & Innovation – Breaking rules to foster genuine relationships.
Scaling Culture – How to maintain excellence while expanding.
Unreasonable Hospitality by Will Guidara Table Of Contents
Introduction
Welcome to the Hospitality Economy
Chapter 1: Making Magic in a World That Could Use More of It
Chapter 2: The Extraordinary Power of Intention
Chapter 3: Lessons in Enlightened Hospitality
Chapter 4: Restaurant-Smart vs. Corporate-Smart
Chapter 5: Pursuing a True Partnership
Chapter 6: Setting Expectations
Chapter 7: Breaking Rules and Building a Team
Chapter 8: Working with Purpose, on Purpose
Chapter 9: Creating a Culture of Collaboration
Chapter 10: Pushing Toward Excellence
Chapter 11: Relationships Are Simple. Simple Is Hard.
Chapter 12: Leveraging Affirmation
Chapter 13: Restoring Balance
Chapter 14: The Best Offense Is Offense
Chapter 15: Earning Informality
Chapter 16: Learning to Be Unreasonable
Chapter 17: Improvisational Hospitality
Chapter 18: Scaling a Culture
Chapter 19: Back to Basics
Epilogue
Unreasonable Hospitality Summary Chapter-by-Chapter & Key Lessons
Chapter 1: Welcome to the Hospitality Economy
Guidara recounts EMP’s humbling ranking at #50 on the 2010 World’s 50 Best Restaurants list, which sparked a radical shift in mindset. He asked:
“What would you attempt to do if you knew you could not fail?”
His answer: Make EMP the best restaurant in the world by prioritizing human connection.
Key Lessons:
Service ≠ Hospitality – Service is efficiency; hospitality is making people feel seen.
Be Unreasonable – Like Serena Williams or Steve Jobs, defy norms to stand out.
Hospitality Is Universal – Every industry (finance, healthcare, tech) can apply these principles.
Chapter 2: Making Magic in a World That Could Use More of It
Guidara shares a childhood memory at The Four Seasons, where a server made him feel like “the most important person in the room.” This moment shaped his belief in hospitality’s emotional power.
Key Lessons:
People Remember How You Made Them Feel (Maya Angelou’s wisdom).
Small Gestures Create Lasting Impact – A replaced napkin, a warm greeting.
Chapter 3: The Extraordinary Power of Intention
Guidara’s father, Frank Guidara, taught him that intentionality is non-negotiable—whether in business or caring for his quadriplegic wife.
Key Lessons:
Every Decision Matters – From hiring to how you greet guests.
Learn from the Best First – Guidara joined Danny Meyer’s Union Square Hospitality Group (USHG) to master high-end service before scaling down.
Chapter 4: Lessons in Enlightened Hospitality
At Tabla (USHG’s Indian restaurant), Guidara absorbed Danny Meyer’s principles:
“Constant, gentle pressure” (continuous improvement).
“Athletic hospitality” (playing offense and defense).
“Make the charitable assumption” (assuming the best in people).
Key Lessons:
Culture Is Built on Language – Phrases like “Be the swan” (grace under pressure) shape behavior.
Employee-Centered Leadership – Happy teams create happy guests.
Chapter 5: Restaurant-Smart vs. Corporate-Smart
Guidara’s father taught him to balance creativity (restaurant-smart) with systems (corporate-smart). At Restaurant Associates, he learned financial discipline but saw how excessive control stifles morale.
Key Lessons:
Operational Excellence Enables Creativity – Strong systems free teams to innovate.
Trust Frontline Staff – Overruling managers (like keeping a toxic server) destroys culture.
Chapter 6: Pursuing a True Partnership
When offered the EMP General Manager role, Guidara hesitated—he preferred casual dining (like Shake Shack). But he forged a 50/50 partnership with Chef Daniel Humm, ensuring the dining room was as valued as the kitchen.
Key Lessons:
Equality Between Kitchen & Front-of-House – Great restaurants thrive on collaboration.
Define Non-Negotiables Early – Guidara refused to work where servers were second-class.
Chapter 7: Setting Expectations
EMP’s early struggles included disorganization, factions, and burnout. Guidara’s fixes:
Listen to every team member (one-on-one meetings).
“Find hidden treasures” (e.g., promoting a food runner with leadership skills).
“Criticize behavior, not people” – Praise publicly, correct privately.
Key Lessons:
Culture Starts with Listening – People support what they help create.
Slow Down to Speed Up – Training pays long-term dividends.
Chapter 8: Breaking Rules and Building a Team
Guidara challenged fine-dining norms:
No touching tables? Dumb rule—connection matters more.
Hire for attitude, not résumé – Passion beats experience.
Key Lessons:
“Make It Cool to Care” – Enthusiasm is contagious.
Hire Slow, Fire Fast (But Not Too Fast) – Protect culture fiercely.
Chapter 9: Working with Purpose, on Purpose
EMP’s mission evolved with 11 guiding words (e.g., Cool, Collaborative, Innovative). They held “strategic planning sessions”—rare in restaurants—where dishwashers and managers brainstormed together.
Key Lessons:
Clarity of Vision Drives Excellence – Know your “why.”
Conflict Can Be Strength – EMP balanced “hospitality” and “excellence,” like Southwest Airlines balancing “low-cost” and “top service.”
Chapter 10: Creating a Culture of Collaboration
EMP empowered junior staff to lead coffee, beer, and tea programs, fostering ownership.
Key Lessons:
Promote Before People Are “Ready” – Growth requires trust.
Great Leaders Create Leaders – Collaboration scales excellence.
Chapter 11: Pushing Toward Excellence
EMP’s pursuit of Michelin stars meant obsessing over details:
“The aggregation of marginal gains” (1% improvements everywhere).
“Their perception is our reality” – Correcting a guest’s steak doneness shames them; better to adapt.
Key Lessons:
Perfection Is Felt, Not Seen – Disney’s belief: “People can feel perfection.”
Celebrate the Journey – Guidara toasted the team after earning three stars.
Chapter 12: Relationships Are Simple. Simple Is Hard.
Guidara and Humm adopted “Don’t go to bed angry” to resolve conflicts.
Key Lessons:
Criticism Is Investment – Tough love, delivered respectfully, shows care.
Traditions Build Culture – EMP’s Thanksgiving staff meal strengthened bonds.
Chapter 13: Leveraging Affirmation
After Relais & Châteaux acceptance, Guidara learned:
External validation motivates teams (e.g., legendary chefs praising EMP).
Share the spotlight – Highlight staff in media to attract top talent.
Key Lessons:
Persistence is Omnipotent (Calvin Coolidge).
Recognition Fuels Momentum – Celebrate wins loudly.
Chapter 14: Restoring Balance
EMP’s relentless ambition led to burnout. The fix?
“Slow down to speed up” – Fewer menu changes, more staff support.
“Oxygen” concept – Encourage self-care (e.g., “Deep Breathing Club”).
Key Lessons:
Sustainability > Short-Term Wins – Balance drives long-term success.
Ask for Help – EMP’s “touch the lapel” signal normalized assistance.
Chapter 15: The Best Offense Is Offense
After Michelin snubbed EMP, Guidara cut costs creatively (e.g., washable chef caps) and launched a $29 lunch menu to survive the 2008 recession.
Key Lessons:
Adversity Sparks Innovation – “Raindrops make oceans” (small savings add up).
Play Offense, Not Defense – Turn setbacks into opportunities.
Chapter 16: Earning Informality
With four NYT stars, EMP resisted formality, instead “earning the right to be informal” through deep guest connections.
Key Lessons:
Presence > Perfection – Guests remember warmth, not flawless service.
Hospitality Is a Dialogue – Scripts feel robotic; real connection is dynamic.
Chapter 17: Learning to Be Unreasonable
Guidara’s “Unreasonable Hospitality” meant:
No podiums – Greet guests by name (using Google searches).
Ticketless coat check – Retrieve coats before guests ask.
Key Lessons:
Remove Transactional Moments – Every interaction should feel personal.
“We Try Harder” – Out-care the competition.
Chapter 18: Improvisational Hospitality
The legendary “street hot dog” moment—where Guidara surprised European guests with a gourmet-plated NYC hot dog—became EMP’s signature.
Key Lessons:
“Legends” Are Priceless, Not Costly – A $2 hot dog wowed more than caviar.
Systemize Surprise – EMP’s “Dreamweavers” crafted personalized guest experiences.
Chapter 19: Scaling a Culture
Expanding to The NoMad, Guidara:
Transferred EMP staff as “sourdough starter” to seed culture.
Promoted from within (except for GM Jeff Tascarella, for hotel expertise).
Key Lessons:
Culture Spreads Through People – Not manuals.
Trust Your Team – Guidara’s mistake? Micromanaging EMP after NoMad’s launch.
Chapter 20: Back to Basics
After a harsh NYT review, EMP simplified:
Fewer courses (15 → 7) for deeper connections.
No menus – Servers engaged in dialogue.
Key Lessons:
Less Can Be More – Overcomplication dilutes experience.
Return to First Principles – “Serve what you want to receive.”
Epilogue: The Legacy of Unreasonable Hospitality
After EMP became #1 in 2017, Guidara left Make It Nice to preserve the team’s unity. He later co-founded the Independent Restaurant Coalition, advocating for pandemic relief.
Final Lesson:
“Hospitality isn’t just for restaurants. It’s a mindset that—when applied unreasonably—can transform any business, any team, any life.”
About the Author: Will Guidara – Visionary Restaurateur & Hospitality Innovator
Will Guidara is a James Beard Award-winning restaurateur, hospitality entrepreneur, and bestselling author renowned for redefining modern service excellence. As the founder of Thank You, a hospitality company dedicated to creating world-class guest experiences, Guidara continues to shape industries beyond restaurants—from retail to real estate—with his philosophy of Unreasonable Hospitality.
Career Highlights & Achievements
Former Co-Owner of Eleven Madison Park (ranked #1 on World’s 50 Best Restaurants) and The NoMad, setting new standards in luxury dining.
Co-Founder of the Welcome Conference, the premier annual event for hospitality professionals.
WSJ Magazine Innovator Award winner and Crain’s New York 40 Under 40 honoree.
Co-Author of four acclaimed cookbooks, blending culinary artistry with storytelling.
Personal Life
A proud New Yorker at heart, Guidara now resides in the Hudson Valley with his wife, Christina Tosi (founder of Milk Bar), and their daughter, Frankie.
Conclusion: Unreasonable Hospitality Summary
How to Apply Unreasonable Hospitality?
Will Guidara’s book is a masterclass in leading with generosity. Whether you’re in hospitality, tech, or education, these principles apply:
Prioritize People – Employees first, customers second, profits third.
Be Unreasonable – Go beyond expectations routinely.
Systemize Surprise – Build processes for spontaneity.
Balance Excellence & Warmth – Precision shouldn’t sacrifice connection.
Scale Culture Thoughtfully – Grow without losing your soul.
Unreasonable Hospitality isn’t just a book—it’s a movement. As Guidara writes:
“The world doesn’t need more reasonable hospitality. It needs more magic.”
Get Your Copy
- Unreasonable Hospitality: The Remarkable Power of Giving People More Than They Expect by Will Guidara
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Sources & References
- Amazon’s book page
- Goodreaders’s book page
- Author’s image source: bigthink.com
- Book Cover: Amazon.com
- Quotes sources: Goodreads
