Frank Guidara ’68 and his son, Will Guidara, represent a powerful story of resilience, innovation, and the profound impact of “unreasonable hospitality.” Their intertwined careers and unwavering family bond have left an indelible mark on the global hospitality industry. This year, Frank and Will share the Isenberg School of Management’s Hospitality and Tourism Management Department (HTM) Lifetime Achievement Award, a testament to their individual accomplishments and shared values.
Frank, known for his ability to turn adversity into opportunity, passed down invaluable lessons to Will, who in turn has become a world-class restaurateur and bestselling author. Their close relationship, built on mutual respect and admiration, serves as a foundation for their success. Frank jokingly acknowledges Will’s accomplishments but notes that he’s “still a kid,” despite his extraordinary achievements.
Will’s upbringing immersed him in the dynamic world of restaurants, thanks to his father’s role as president of Restaurant Associates. Frank’s responsibilities included overseeing dining services for prestigious events and locations such as the Oscars, US Open, UN, Lincoln Center, and Rockefeller Center.
“We’d go to Rockefeller Center on Saturdays,” recalls Frank. “Will would have a private lesson on the rink before it opened—all by himself. Or he’d be sitting in the cafeteria at the US Open with the world’s best players. He just loved it.”
Will was inspired to follow in his father’s footsteps. “Listen—my dad was my hero,” he says, “for a multitude of reasons—culminating with when my mother was diagnosed with brain cancer and became a quadriplegic. Watching him work restaurant hours and take care of her and be a good father to me—he was literally a superhero in my eyes. I like to joke that it didn’t really matter what he did—whatever that thing was, it would have been the thing I wanted to do.”
Frank Guidara’s Path: From UMass Amherst to Industry Leadership
Frank Guidara’s journey began in Boston, where he balanced academics with a passion for sports. He initially enrolled at UMass Amherst as a pre-med student and became president of his fraternity during his sophomore year. A summer visit to his father’s restaurant in Miami sparked his interest in the hospitality industry, leading him to switch his major to hotel and restaurant management.
Frank fondly remembers his time at UMass Amherst, emphasizing the numerous opportunities for personal and professional growth. “I’m happy as heck I went to UMass,” Frank says. “So many opportunities for things to do and ways to get involved. The most important part of college is growing up. You’re learning leadership skills. You’re maturing. A person starts forming.”
After graduating, Frank gained experience with American Airlines’ SkyChefs before serving in Vietnam as a first lieutenant and infantry platoon leader. He credits his UMass education with preparing him for the challenges of military service.
Following his military service, Frank embarked on a successful career, holding key positions at SkyChefs, Kentucky Fried Chicken, and later revitalizing struggling businesses and leading prominent organizations such as Ground Round, Restaurant Associates, the Wolfgang Puck Food Company, Au Bon Pain, and Uno Restaurant Holdings Group.
Will Guidara’s Culinary Ascent: A Focus on Unreasonable Hospitality
Will Guidara, a graduate of Cornell University’s School of Hotel Administration, has established himself as a visionary in the culinary world. His career highlights include working with Wolfgang Puck at Spago and at the Union Square Hospitality Group. His partnership with Chef Daniel Humm transformed Eleven Madison Park into a three-Michelin-Star restaurant recognized as one of the world’s best. This success was followed by the acclaimed NoMad restaurants in New York, Los Angeles, and Las Vegas.
Will’s philosophy centers on providing “unreasonable hospitality,” exceeding guest expectations and creating memorable dining experiences. This approach is detailed in his bestselling book, Unreasonable Hospitality: The Remarkable Power of Giving People More Than They Expect.
“I think the parts readers gravitate toward the most are when I talk about entire positions in the restaurant dedicated to deliver bespoke experiences,” he says. “It’s less about how the duck is cooked and more about overhearing you say something, taking it and running with it to deliver the kind of experience that makes you feel seen.”
A Shared Honor: The Isenberg HTM Lifetime Achievement Award
In 2007, Frank Guidara remarried and was looking forward to a new chapter in his life when he was diagnosed with stage four pancreatic cancer. Defying the odds, he survived, joining the small percentage of people who overcame the diagnosis at that time. Today, he serves on multiple boards and cherishes the time he spends with his son, Will Guidara.
Receiving the Isenberg HTM Lifetime Achievement Award alongside his son is a particularly meaningful moment for Frank Guidara.
“I look at this as the most beautiful excuse to get time with my dad,” Will says. “I always crave more time with him. And an opportunity to celebrate him and the remarkable impact he’s had not only on me and my career, but on so many people’s careers.”
Frank expresses his excitement about sharing the award with his son, acknowledging Will’s remarkable achievements in the culinary world. “He had the number one restaurant in the world, he has a book out that’s a bestseller, and he’s speaking to companies twice a week at major conventions. We’re extraordinarily close—so there’s nothing more exciting than to be doing this together.”
The legacy of the Will Guidara Family is a powerful reminder of the importance of family, resilience, and “unreasonable hospitality” in achieving success and making a lasting impact on the world.
