Unreasonable Hospitality Starts Within: Empowering Teams to Empower Guests

By April King, Restaurant365 - Written with and featuring Brandon Robbins-Cartagena of Barcelona Wine Bar

Rooted in Latin’s "hospes", we may not often recognize that "hospitality" and "hospital" share a linguistic core. While their implementations differ in execution, the acts of boundless kindness and compassion form the fundamental core of both. Hospitality—often envisioned as those working in our favorite hotels and restaurants—is more than just tending to guests; it starts from within.

As the hospitality industry continues to evolve in a post-pandemic world, focusing on teams has become a primary concern for operators across the industry. When we invest in people, we partner in their aspirations, transforming a job into a career and a team into a family. A team that feels valued, empowered, and supported will bring that same energy to the guest experience, unlocking both a sense of belonging and business success.

Brandon and I first connected on LinkedIn over our shared passion for Unreasonable Hospitality, inspired by Will Guidara’s book. Through our conversations, Brandon shared his experiences and leadership insights, focusing on the importance of building authentic culture, fostering inclusion, and empowering employees.

It’s been a privilege to collaborate on these ideas and highlight how hospitality starts from within—because when we invest in our people, we create a lasting impact both inside and outside the restaurant.

Brandon’s Thoughts on Fostering Team Culture Through Hospitality

In Boston’s South End, I am proud that my restaurant, Barcelona Wine Bar—a Spanish-Mediterranean inspired tapas and wine bar—places its greatest emphasis on culture. With a focus on pride, thrilled guests, and community, I have embraced a non-traditional approach to experiential dining rather than the typical transactional relationships with “customers.” With this human-focused lens, we challenge our team members to “86” words like “customer” and “reservation,” instead embracing the “guest” who chooses to “hang out” with us.

From day one, employees are encouraged to bring their authentic selves to work. This inclusive approach isn’t just about acceptance—it’s about recognizing that every individual adds something unique to the team. I am proud that our restaurants have become homes for those who may not feel welcomed elsewhere. A pivotal focus in the workplace is the concept of safety. Employees are often told, “When you come to work, leave your problems at the door,” but this phrase disregards the reality of employees’ lived experiences. Leaders must recognize that trauma, homelessness, food insecurity, financial insecurity, and mental health struggles are integral to one’s identity and work ability.

This approach cultivates a workplace where employees feel free to be their true selves, ask for help, and engage more deeply with their work and the guest experience. We often talk about “buy-in” but rarely ask, “Do you want to be here?” If they do, they’ll want everyone to be there too, enriching both the guest experience and the employee pipeline. Creating a team culture rooted in hospitality builds powerful senses of loyalty and empowerment, inviting those around us to become part of it.

Brandon Shares About Hospitality-Driven Accessibility Through Technology

As restaurant professionals, it is easy for us to see the rising influence of technology as a barrier between us and the guest; however, with a lens of unreasonable hospitality, this perspective invites those with limited access or ability to participate. When considering barriers, technology acts as a bridge, connecting us with those who may not otherwise be able to partake. Considering the diverse needs of both employees and guests—such as physical, cognitive, and emotional challenges—technology offers new ways to remove obstacles.

As restaurants continue to be a stage for human connection, the disruptive sounds of phones, delivery service notifications, and emails can detract from the experience of the people in front of us. While this may be true, the ways in which restaurateurs apply these systems will determine success. We must ask and challenge ourselves to consider the accessibility of hospitality. Are there limitations on who can partake, or even on how often? For some, a trip to McDonald’s is a craved night out; for others, daily visits to Barcelona Wine Bar after work are just routine.

By equipping employees with technology, we enable them to bring their best selves to every shift and create authentic moments of connection. This approach allows employees to engage meaningfully with the diverse needs of guests in our community—whether accommodating food allergies, addressing social anxieties, or serving guests with mobility challenges. Technology bridges these gaps, giving employees the tools to deliver memorable experiences for all.

Delivery and takeout services invite opportunities for our guests who may not otherwise be able to dine out to enjoy their favorite foods and concepts at home. Platforms that integrate reservations, waitlists, and guest sentiment management allow managers and chefs to assess the quality of experiences, identify areas of opportunity, and build stronger relationships within our communities. Similar to the handwritten notes passed throughout finer dining settings, preferences and helpful facts about guests allow our leaders to develop 'guests for life' out of a 'first-time guest.' This not only builds meaningful relationships within the community but also gives employees the joy of knowing their work makes a difference in the lives of others.

Technology continues to be a driving force for change. Throughout history, technology has been at the forefront of societal growth, with both positive and negative impacts. With a lens of unreasonable kindness, compassion, and hospitality, technology acts as a tool and channel for growth and prosperity. Fighting this evolution could be detrimental. We must challenge ourselves and our businesses to consider how our identities, values, and mission statements can be enhanced by technology, maximizing the impact of our concepts.

Brandon Speaks to Showing Hospitality Toward Team Members Through Development

Supporting employee growth with the right tools ensures success not only in their current roles but throughout their entire careers. In my restaurant, systems are designed to empower employees, not complicate the process. Simplicity in these systems removes learning barriers, giving employees the confidence to own their roles and explore their potential. When employees feel empowered, they engage deeply, take initiative, and trust in their abilities—skills that will benefit them both inside the organization and beyond.

Providing tools for growth is not limited to technology; it also requires mentorship, coaching, and meaningful recognition. Employees need to feel that their development matters and that they have space to fail, learn, and grow within a supportive environment. Whether through structured training programs or informal feedback, the right tools and support ensure employees can develop the skills needed to grow into leadership roles or pursue new opportunities throughout their careers.

These tools are most effective when they demonstrate clear career paths, helping employees see their progress and feel recognized for their efforts. When employees know they are growing and that their contributions are valued, they become more loyal and engaged—strengthening the organization from within and creating a culture of continuous development. Supporting employees with the right tools today ensures that their growth, wherever it leads, leaves a lasting impact on both the individual and the organization."

Conclusion: Hospitality Starts from Within & Grows Outward

Will Guidara, author of Unreasonable Hospitality, challenges us to view hospitality as a concept, not just an industry. He asks, "How can hospitality be unreasonable?"—and "How could someone be 'too nice'?" As we read his words, we realize he’s right: Kindness has no limits.

Hospitality is not just an action performed for guests—it begins with how teams are empowered, supported, and valued behind the scenes. When employees feel seen, heard, and given the right tools to grow, they bring their best selves to every guest interaction, creating meaningful connections that extend beyond the walls of the restaurant. Whether through personalized service, development opportunities, or technology that bridges gaps, unreasonable hospitality starts within—from investing in people and fostering authentic relationships to embracing inclusivity and creating spaces where everyone feels they belong.

By focusing on both employee and guest needs, leaders have the opportunity to create lasting impact. Empowered employees grow into leaders, whether within the organization or in future ventures, and guests experience the joy of being part of something greater than just a meal.

When hospitality is rooted in kindness, development, and intentional connection, it transforms not only individuals but the entire business and neighborhood! Through a culture of hospitality from within, organizations build loyal teams, meaningful guest experiences, and a legacy of impact that extends well beyond any shift or transaction.

A special thank you to Brandon Robbins-Cartagena for sharing his insights, passion, and leadership on this journey toward fostering hospitality from the inside out.ng, Restaurant365 - Written with and featuring Brandon Robbins-Cartagena of Barcelona Wine Bar

April King

Mid-Market Account Executive

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