10 Key Lessons Restaurateurs Can Learn from Unreasonable Hospitality
Introduction
In Unreasonable Hospitality, Will Guidara—the former general manager of Eleven Madison Park—reveals how pushing beyond the expected transforms service. His philosophy helped EMP rise to #1 in the world, and it offers a masterclass in hospitality leadership. Here are 10 essential lessons every restaurateur should know in 2025.
1. Lead with Intention
Every action matters. Guidara emphasizes being intentional—from greetings to grand gestures—and believes these details become the foundation for exceptional guest experiences. LinkedInBooks to Thrive
2. Set Audacious Goals
Aim high—and make it known. At EMP, Guidara publicly declared their dream to be the world’s best restaurant, rallying the team behind a shared ambition. OpenTable
3. Apply the “95/5 Rule”
Manage 95% of operations meticulously; spend the last 5% “foolishly”—on memorable, thoughtful extras that create lasting impact. OpenTableGLNi Articles
4. Share the Spotlight
Celebrate your team. Guidara credits success to collective effort, uplifting everyone rather than highlighting himself. OpenTable
5. Hire for Mindset, Not Experience
Prioritize attitude and cultural fit over credentials. EMP’s intense training fostered ownership and creativity, transforming the team into innovators. Readingraphics
6. Combine Empathy with Empowerment
Empower staff to make guest-facing decisions. Guidara recounts sweet surprises—like complimentary desserts for anniversaries—that stemmed from frontline initiative. Book SummarizeReadingraphics
7. Build Rituals & Shared Culture
Symbols like “make the charitable assumption” or hosting communal meals reinforced EMP’s core values and created team cohesion. Books to Thrive
8. Foster Vulnerability & Authenticity
Guidara lowered walls by admitting his own dislikes, which encouraged guests to share theirs—creating depth of connection. McKinsey & Company
9. Craft Unforgettable Moments
Small gestures—like serving a guest a humble hot dog they craved—become defining experiences when delivered with sincerity. The TimesMcKinsey & Company
10. Innovation Comes from Everywhere
Looking for inspiration beyond restaurants can spark breakthroughs. Guidara, inspired by jazz legend Miles Davis, infused creative qualities—adventurousness, spontaneity—into hospitality. OpenTable
Conclusion
Unreasonable Hospitality is more than a book—it’s a blueprint for transcending ordinary service. Restaurateurs who lead with intention, empower their teams, and invest in small, meaningful gestures can turn every meal into a memorable experience.
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Stephen is a hospitality professional from Johannesburg South Africa. His career started with THF hotels in the UK and subsequently with the Southern Sun Hotel group in Johannesburg. Stephen’s first steps into entrepreneurship was Hickmore Recruitment / CareerMap, a leading supplier of Senior and Exec recruitment services. Stephen was a founder of Pple Hospitality (formerly HSC) the largest Hospitality Industry full-service outsourced staffing company in South Africa. In March 2020 Stephen became a director and owner of the Swiss Hotel School South Africa, which is now his full time passion.
SHS – Institute of Hospitality Management
SHS – Institute of Culinary Arts
Stephen writes for a number of publications on food and hospitality industry matters, trends and opinions. He also hosts a Podcast on Spotify “Hospitality Insight with The SilverFox”
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