After hearing so many industry folks bring up Unreasonable Hospitality, I finally gave it a read, and it’s definitely worth it.
Will Guidara, former GM of one of the best restaurants in the world, Eleven Madison Park, makes a simple point that hits hard: being excellent isn’t enough anymore. If you want to stand out, you have to make people feel seen.
The story that stuck? A group of out-of-town guests casually mentioned they’d always wanted to try a New York street hot dog and didn’t get a chance during their visit. So, mid-service at a Michelin-starred, multi-course tasting menu restaurant, a staffer ran out to a cart, brought one back, and the kitchen plated it like it belonged. That hot dog ended up being the highlight of the night.
It wasn’t about food. It was about creating a memory they’d talk about forever. And if you are not a reader, he has a great 14-minute TED Talk on it.
By the way, I had the chance to eat at Eleven Madison Park (before it went vegan), and it was one of the best meals I’ve ever had, both the food and the experience. The philosophy in the book wasn’t just talk.
Got any good stories about giving or receiving your own version of unreasonable hospitality? Send them my way. I’d love to include a few in a future issue.
