Will Guidara, the name synonymous with the meteoric rise of Eleven Madison Park (EMP) from a struggling brasserie to the world’s best restaurant, has a compelling story to tell. At just twenty-six, he took the reins of EMP and, through radical reinvention and a focus on “Unreasonable Hospitality,” transformed the dining experience. Guidara, known for his partnership with Chef Daniel Humm, recently authored a book, “Unreasonable Hospitality: The Remarkable Power of Giving People More Than They Expect,” detailing this journey. But what exactly is “Unreasonable Hospitality,” and how can it be applied beyond the realm of fine dining? Does the example set by Will Guidara lead to success for others in food service such as Randy Garutti of Shake Shack?
This article explores Guidara’s background, his key influences, and the core principles of his hospitality philosophy. We’ll delve into the concept of “Unreasonable Hospitality” and analyze its practical application for restaurant owners, managers, and employees, including how his philosophies translate to different foodservice environments.
From Sleepy Hollow to Eleven Madison Park: Guidara’s Hospitality Roots
Guidara’s passion for hospitality stems from his upbringing. His mother was a flight attendant, and his father a president at Restaurant Associates, instilling in him a deep understanding of service and guest experience. He honed his skills at Cornell’s hotel school and further refined them under the tutelage of Danny Meyer.
After a brief stint in Spain, Guidara worked at Tabla under Danny Meyer and then Restaurant Associates. This diverse experience gave him a well-rounded understanding of the restaurant industry, from back-of-house operations to guest interactions.
The Danny Meyer Effect: Cultivating Culture and Empowering Teams
Danny Meyer’s influence on Guidara’s career is undeniable. Meyer taught him the importance of creating a strong company culture, prioritizing both employee and guest well-being. Guidara learned that creativity extends beyond the kitchen, encompassing the entire dining experience. Meyer also emphasized the power of language in shaping culture and the value of investing in employees to create exceptional guest experiences.
Unreasonable Hospitality Defined: Beyond Expectations
So, what is “Unreasonable Hospitality?” It’s about being fully present, genuinely caring for guests and coworkers, and actively listening to their spoken and unspoken needs. It’s about going above and beyond to create memorable moments, as illustrated by the now-famous hot dog story.
Guidara recounts an experience at Tabla where he overheard guests lamenting that they hadn’t tried a classic New York hot dog during their visit. He ran out, purchased one, and had the chef prepare it for them. This simple gesture transformed their dining experience and highlighted the power of personalized hospitality.
Emotional Equity: The Currency of Unreasonable Hospitality
Guidara challenges the notion that employees need equity ownership to deliver exceptional hospitality. He argues that the emotional exchange – the joy of creating a positive experience for someone else – is a powerful motivator. This “emotional equity” fuels a desire to continuously exceed expectations and create a culture of genuine care.
Will Guidara meeting with his team at Eleven Madison Park, fostering a culture of collaboration and shared purpose.
The Eleven Madison Park Journey: Reinvention and the Human Touch
Guidara and Daniel Humm acquired Eleven Madison Park from Danny Meyer in 2011. Their journey was one of constant reinvention, focusing on the unchanging human desire to feel cared for. They chose to be “unreasonable” in their pursuit of hospitality, prioritizing the emotional impact of their gestures over traditional culinary norms.
Guidara emphasizes that Michelin awards acknowledge restaurants that have a meaningful impact on the world. He believes EMP’s impact was not about revolutionizing cooking techniques but about prioritizing the human connection and creating a sense of genuine belonging.
Building Your Hospitality Toolkit: Hot Dogs, Sledding, and Private Beaches
Guidara shares numerous examples of “unreasonable” gestures, from the aforementioned hot dog to orchestrating a magical sledding trip for a family who had never seen snow and transforming a private dining room into a beach for a couple whose vacation was rained out.
These stories illustrate that “Unreasonable Hospitality” isn’t about extravagance; it’s about understanding individual needs and creating personalized experiences. It requires a culture where team members are empowered to identify opportunities and act creatively.
From Fine Dining to Fast Casual: Can Will Guidara Shake Shack?
Will Guidara’s focus on employee empowerment, customer service, and hospitality has implications across the food service industry. Randy Garutti, CEO of Shake Shack and former General Manager at Tabla, emulated Guidara’s pre-service dinner approach to align the team, share purpose, and inspire one another. But, does his approach apply to fast food? Steve Ells, founder of Chipotle, believed that the more responsibility you give people, the more responsible they become. By creating a team that is both empowered and inspired, all restaurants can offer customer service that is both gracious and hospitable.
Overcoming Obstacles: Embracing Adversity and Focusing on the Big Picture
Guidara acknowledges that setbacks are inevitable. He advocates for embracing adversity as an opportunity for learning and growth. He emphasizes the importance of stepping back from day-to-day operations to gain a broader perspective and identify areas for improvement. Sometimes, this may involve making difficult decisions, such as temporarily closing the restaurant for training and team building.
Creating a Culture of Care: The 30-Minute Solution
Guidara suggests utilizing the pre-service meal as a 30-minute opportunity to cultivate a culture of care. Instead of solely focusing on operational details, he encourages teams to discuss their “why,” share inspirational stories, and recognize acts of exceptional hospitality. This fosters a sense of purpose and strengthens team cohesion.
Will Guidara spreading the message of “Unreasonable Hospitality” at The Welcome Conference, inspiring others to elevate the dining experience.
The ROI of Unreasonable Hospitality: Beyond Measurable Metrics
While the ROI of “Unreasonable Hospitality” may not be easily quantifiable, Guidara argues that it’s essential to invest in creating positive emotional experiences. He believes that focusing solely on measurable metrics can lead to missed opportunities and a failure to truly connect with guests on a human level.
Will Guidara Shake Shack? Key Takeaways
Guidara’s philosophy of “Unreasonable Hospitality” offers valuable lessons for anyone in the service industry. His emphasis on employee empowerment, personalized experiences, and a culture of genuine care can transform a restaurant from a mere dining establishment into a place of connection and belonging. While the specific gestures may vary depending on the context, the underlying principles remain the same: prioritize people, listen attentively, and strive to exceed expectations. While Will Guidara may not literally shake Shake Shack, food service companies can apply his approaches and see success.
Guidara’s journey from Sleepy Hollow to the world’s best restaurant demonstrates the power of vision, dedication, and a relentless pursuit of “Unreasonable Hospitality.” His book serves as a guide for others seeking to cultivate a culture of care and create truly memorable experiences.
