Book Review: Unreasonable Hospitality By Will Guidara
I picked up a copy of "Unreasonable Hospitality" after a recommendation from Jacob Wayman. Then it sat on my shelf for several months. My hesitation was understandable - I'd already read Danny Meyer's excellent book "Setting the Table," and I questioned whether Guidara's book would offer anything new, given their overlapping experiences. I couldn't have been more wrong. Will Guidara's book has become one of my favorite reads of 2024, offering a unique and pragmatic approach to hospitality that resonates deeply with my own values.
The Power of Surprising and Delighting
For years, I've been captivated by the art of surprising and delighting people, though I'll admit I used to think of it as something that just naturally happened rather than something that could be systematically cultivated. It's those magical moments when you see someone's face light up because you remembered something they mentioned in passing months ago. Just recently, I experienced this firsthand when my friend Rae showed up with a pack of Creamsavers - a candy I'd casually mentioned missing from my childhood days. Now, every time I unwrap one of those strawberry swirled hard candies, I'm struck by how such a simple gesture can carry so much meaning. It's not just about the candy; it's about being truly heard, about someone caring enough to turn a passing comment into a moment of joy.
I've found that these moments of delight often come from deep listening - catching those small details that others might miss. Like when you notice someone's unique contribution to a project that others might have overlooked, and you find a way to spotlight their impact in front of the team. It's the kind of attention that makes people feel seen, valued, and part of something larger than themselves.
What drew me into Guidara's book was his ability to transform these kinds of thoughtful moments from random acts of kindness into intentional, systematic practices. Reading his approach reminded me of all the missed opportunities in my own career - times when I could have created meaningful connections but let the moment slip by, thinking it wasn't "professional" or appropriate. He shows how to create an environment where surprising and delighting others isn't just a happy accident, but a cornerstone of how you operate.
Excellence Through Systems
Before diving deeper into Guidara's philosophy, I need to emphasize something crucial I've learned both from this book and my experience in healthcare leadership: systems aren't just about efficiency - they're what enable both excellence and meaningful connection to flourish. Without robust systems, even the most talented and caring individuals can't consistently deliver exceptional experiences.
At Eleven Madison Park, this manifested in countless details that might seem minor in isolation but created an extraordinary whole. Consider how every plate was marked with the artist's signature, and servers were trained to position these marks facing the guest - knowing that curious diners who lifted their plates would discover this thoughtful detail. It's a perfect example of how systems (consistent plate placement) enables both excellence (beautiful presentation) and connection (a moment of discovery for the guest).
The Healthcare Connection
As someone in healthcare leadership, these principles resonate deeply with my daily work. A fascinating study from Massachusetts General Hospital revealed that for every one-point decrease in patient satisfaction scores, there was a 6% increase in complaints and a 5% increase in risk management events. Even more striking, physicians in the bottom third of patient satisfaction scores had a 110% higher lawsuit rate than those in the top third. These aren't just statistics - they're a reflection of how systematic approaches to hospitality directly impact patient outcomes.
Working in healthcare, I've seen how the most effective practitioners create systematic approaches to patient interaction - from how they greet patients to how they explain complex medical information. Just as a fine dining experience isn't solely about the food, healthcare isn't solely about the treatment plan. The systems we put in place for excellence in care delivery create the foundation that allows genuine human connection to flourish.
Systems That Enable Soul
What stands out most about Guidara's approach is his remarkable transparency with his team. He practices what I've heard called "giving people the benefit of the doubt" - assuming system failures rather than personal ones when issues arise. The book details how even the smallest systems, like hand signals for water service, contribute to a seamless guest experience.
One of the most striking quotes from the book is when Guidara tells his team, "I'm also clear about what my job is, which is to do what's best for the restaurant, not to do what's best for any of you. More often than not, what's best for the restaurant will include doing what's best for you." When I first read this, it seemed harsh - the kind of corporate-speak I've learned to be wary of. Yet what follows is a master class in how taking care of the whole means taking exceptional care of each part. It's not a contradiction - it's a clear-eyed view of how excellence actually works.
The Art of Recognition and Ownership
Perhaps the most overlooked aspect of Guidara's leadership style is how he platforms individual contributions and creates paths for ownership. At Eleven Madison Park, he instituted a remarkable system where team members could propose improvements to any aspect of service. This wasn't just suggestion-box theater - it was a legitimate path to ownership and advancement.
Two standout examples of this system in action were Kirk Kelewae and Jim Betz. Kelewae started as a service team member but saw an opportunity to elevate the restaurant's beer program. Under Guidara's ownership program, he developed such an exceptional beer service that he became the restaurant's Beer Director, and eventually, his expertise and leadership abilities led to him becoming the General Manager of EMP itself. Similarly, Jim Betz took ownership of the coffee program, elevating it to such heights that EMP became known for having a dedicated Coffee Director - a position almost unheard of in fine dining at the time.
This approach to recognizing and developing talent created a virtuous cycle where individual excellence contributed to collective success, while also providing clear career advancement paths. From dedicated coffee service specialists to beverage directors, each team member's unique gifts weren't just utilized - they were celebrated and given room to grow.
A Tale of Two Coffee Experiences
The principles in "Unreasonable Hospitality" extend far beyond fine dining, and nowhere did this hit home more clearly than in my own recent experiences. At a premier third-wave coffee shop in St. Louis, I once paid nearly $8 for what might have been one of the best cups of coffee I've ever had. But I'll never remember it that way. Despite the premium price and product, my attempts to engage about the neighborhood or the coffee beans were met with monosyllabic grunts from an apparently disinterested barista.
Contrast this with one of my most memorable coffee experiences: a simple cup at Waffle House, where a waitress who kept calling me "hun" made celebrating my friend's engagement feel special. The coffee was ordinary, but the connection was extraordinary. It's these kinds of moments that make Guidara's message resonate so deeply - hospitality isn't about the price point or even the product. It's about the intentional choice to connect.
Looking Forward
If I were to receive a call from Will Guidara tomorrow inviting me to join his team, I'd have to give it serious consideration - even as a middle-aged professional in a different industry. That's the power of leadership that understands how to blend systems and soul, technical excellence and human connection.
As we move into 2025, "Unreasonable Hospitality" will be a book I return to repeatedly. It's not just about running restaurants - it's about creating experiences that matter, building teams that excel, and fostering connections that last. Like that pack of Creamsavers from Rae, sometimes the smallest gestures, when done with intention and care, can create lasting ripples of positive change.
The question for all of us, regardless of industry, is this: How can we create more opportunities for meaningful connection? How can we build systems that enable rather than inhibit genuine human interaction? These are the questions that "Unreasonable Hospitality" challenges us to answer.
Sometimes the most remarkable experiences come not from what we do, but how we do it. And that's a lesson worth revisiting again and again.
Book: Unreasonable Hospitality
Author: Will Guidara
Genre: Business, Leadership
Recommended By: Jacob Wayman
