How Great Leaders Deliver "Unreasonable Hospitality"

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"Unreasonable Hospitality" by Will Guidara explores the concept of going above and beyond in service to create memorable experiences for guests. The book emphasizes the importance of personalization, attention to detail, and genuine connection in the hospitality industry. Guidara shares anecdotes and insights from his successful career, particularly his time at Eleven Madison Park, illustrating how these principles can transform any service-oriented business.

The key principles of this inspiring book include:

• Personalization: Tailoring service to meet individual guest needs.

• Attention to Detail: Focusing on small nuances that enhance the guest experience.

• Genuine Connection: Building relationships that make guests feel valued.

• Going Above and Beyond: Consistently striving to exceed expectations in every interaction.

Guidara draws on his unique ability to understand both the restaurant and business sides of operations. Throughout the book, he stresses the importance of merging these two elements and understanding profit and loss (P&L) sheets to achieve the perfect balance. 

He writes: 

 “Manage 95 percent of your business down to the penny; spend the last five percent ‘foolishly.’ It sounds irresponsible; in fact, it’s anything but. Because that last five percent has an outsized impact on the guest experience, it’s some of the smartest money you’ll ever spend.”

 Examples of the 95/5 Rule in Action

• Gelato Spoons: Guidara invested in custom gelato spoons for the gelato cart outside The Modern. The spoons were beautiful and became a unique draw, with guests returning specifically to use them, significantly enhancing the guest experience.

• Hiring a Dreamweaver: He brought on a team member dedicated to creating extraordinary gestures of hospitality, aptly titled the "Dreamweaver."

• Wedding Reception: His team once orchestrated a couple’s first dance at their wedding reception in the restaurant'sprivate dining room, turning an ordinary evening into an unforgettable moment.

Guidara explains that the 95/5 rule helps foster a deeper connection with both customers and team members. By using the last 5% of resources to invest in staff with uncommon gestures, employees develop a sense of ownership. They take pride in saving the company money because they understand that profits don’t all flow to the owner; they also create meaningful experiences.

Beyond the 95/5 rule, Guidara highlights two essential elements in managing staff: how to praise and how to criticize effectively. 

He expressed:

“Most of us have no difficulty at all in delivering praise—that’s the fun part of being a boss. But it’s hard to criticize someone. We all want to be liked, and when you give someone a note about what they could be doing differently or better, you run the risk of losing their goodwill.

There is no better way to show someone you care than by being willing to offer them a correction. It’s the purest expression of putting someone else’s needs above your own, which is what hospitality is all about. Praise is affirmation, but criticism is investment.”

Guidara advises focusing on the behavior, not the person, when offering criticism. Always praise in public and criticize in private, avoiding sarcasm, which he notes:

“Demeans the person receiving the criticism, the message you’re delivering, and frankly, you as well.”

Some may believe that leadership doesn’t involve hospitality, but that couldn’t be further from the truth. How we treat people and deliver messages profoundly impacts outcomes. Leaders, like Guidara, understand that they are not in the food business—they are in the people business. Leadership is about caring for and investing in people, which is at the heart of hospitality.

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