Unreasonable Hospitality by Will Guidara

Happy Lunar New Year book lovers! Welcome to the February edition of The Bokai Shuo Book Club where once a month I aim to bring to light one of the books I read and the lessons I drew from it. These can be about leadership, personal development or more generally about life.

This month, I've decided to delve into "Unreasonable Hospitality," the memoir by Will Guidara about his journey from amble beginning in the restaurant industry to leading Eleven Madison Park to be crowned best restaurant in the world.

As professionals in the hospitality industry and beyond, we are always on the lookout for ways to elevate our service and create memorable experiences for our guests and customers. "Unreasonable Hospitality" by Will Guidara is a book that offers a wealth of insights and practical advice on how to achieve just that. Here are some key learnings from this inspiring book.

The Power of Exceeding Expectations

The core concept of "unreasonable hospitality" is about going above and beyond what is expected. Guidara emphasizes that by providing more than what guests anticipate, we can create unforgettable moments that turn ordinary experiences into cherished memories. This approach not only sets businesses apart from their competitors but also fosters loyalty and positive word-of-mouth.

The book thus begins with his twelfth birthday dinner at the Four Seasons New York, an experience that will forever be ingrained in his memory and likely set the path for his future restaurateur career. Sometimes, it doesn't take much create lasting memories; in Guidara's case, it was the first time someone called him "Sir" and made him feel like the most important person in the room, in an establishment that witnessed the birthday party of JFK.

We have an opportunity, a responsibility, to make magic in a world that desperately needs more of it.

The Importance of Culture

A strong and positive culture is essential for maintaining high standards of service and ensuring that employees are motivated and engaged. Guidara shares how he fostered a culture of excellence at Eleven Madison Park by emphasizing core values, regular feedback, and a sense of belonging. He believes that a culture where every decision is made with the well-being of employees and guests in mind can significantly influence the success of a business.

Fostering culture for Guidara begins on the first day. He introduces new hires to his concepts of knowing each other well to build team spirit, understanding that words matter in interactions, and focusing on the "why" instead of the "what

The more control you take away from the people on the ground, the less creative they can be, and guests can feel that.

Personalized Experiences

Guidara stresses the importance of tailoring experiences to the needs and preferences of individual guests. By paying attention to details and personalizing interactions, businesses can create a seamless and enjoyable experience that leaves a lasting impression. This approach not only enhances customer satisfaction but also builds strong relationships and fosters a sense of loyalty.

Guidara recounts the story of a banker who one night, mentioned to the restaurant captain that he was short a million dollars to complete his fund raise. The captain then took the initiative to present him with a bag containing ten 100 Grand chocolate bars, which they discreetly placed under his chair. The banker burst into laughter and declared that his evening at Eleven Madison Park had been legendary. This term resonated with the EMP team, who thereafter aspired to create Legends for each table.

Identify moments that recur in your business, and build a tool kit your team can deploy without too much effort.

The Role of Criticism and Praise

In "Unreasonable Hospitality", Guidara discusses the importance of both praise and constructive criticism. While praise is essential for affirmation and motivation, thoughtful criticism can promote improvement and growth. By offering feedback in a caring and constructive manner, leaders can help their teams develop and excel. This approach encourages a culture of continuous learning and improvement.

One thing Guidara is very adamant about is the need to ban sarcasm. He asserts that "sarcasm is always the wrong medium for serious communication". It is crucial to avoid using sarcasm when leading a team, especially when providing feedback.

You cannot establish any standard of excellence without criticism, so a thoughtful approach to how you correct people must be a part of your culture, too.

Collaboration and Teamwork

Guidara highlights the significance of collaboration within the hospitality industry. By working together and sharing knowledge and best practices, teams can create a sense of community and achieve greater success. He shares examples of how he collaborated with other businesses and within his own team to bring innovative ideas to life. This collaborative approach not only enhances the guest experience but also fosters a supportive and inclusive work environment.

One way Guidara emphasizes collaboration and teamwork is by empowering his to find their own ways to excel. He tapped into the underlying talents of his team members and encouraged them to make a positive impact on the business. This is exemplified when he tasked one of his waiters, who had a specific interest in beer, to design and elaborate the best beer menu the country has ever seen.

Often, the perfect moment to give someone more responsibility is before they're ready.

Adapting to Challenges

The book also touches on the importance of adapting to challenges and finding innovative solutions. Guidara shares his experiences during economic downturns and how he and his team overcame obstacles by focusing on providing exceptional service. This resilience and adaptability are crucial for businesses to thrive in a competitive and ever-changing market.

In 2008, New York was significantly affected by the global economic recession. EMP had to find a way to remain profitable and thus needed to adapt both in the kitchen and in the dining room. Guidara and his team had to closely examine their expenses and determine what changes could be made without the guest experience.

Adversity is a terrible thing to waste. Thought it's easy to panic in the face of adversity, creativity is the better solution.

The Future of Hospitality

Looking ahead, Guidara discusses the trends and challenges that are likely to shape the hospitality industry in the coming years. He emphasizes the importance of technology in creating personalized experiences and addresses issues such as sustainability and accessibility. By staying ahead of these trends, businesses can continue to provide exceptional service and meet the evolving needs of their guests.

Why you should read this book

"Unreasonable Hospitality" is not just a book about the hospitality industry; it is a guide to creating exceptional experiences and building strong, positive cultures in any field. Whether you are managing a restaurant, running a corporate office, or leading a team in any service-based business, the principles outlined in this book can help you transform ordinary moments into cherished memories. By putting people first, fostering a culture of care, and continuously striving for excellence, we can make a significant impact on the lives of our guests and employees. Let "Unreasonable Hospitality" inspire you to redefine what it means to serve and care for others.

Did that give you a crave to pick up a book and read a few pages? Do share with me your thoughts in the comment and let me know which book you think I should review in March. Thank you for your support and subscribe to be notified when the next newsletter is published. Don't hesitate to share it with fellow book lovers.

Mikael - 博凯