Unreasonable Hospitality: The (Not So) Radical Customer-Care Strategy Every Service Entrepreneur Needs

Elevate Your Business with the Remarkable power of giving people more than they expected

No matter the industry you are in, you’re most likely dealing with people. People that you need to satisfy if you’re aiming to build a thriving and enduring business. In this blog post I’ve distilled the lessons from the book “Unreasonable Hospitality” by Will Guidara into actionable steps you can take today. So you can elevate your brand, strengthen client relationships, and build a thriving and sustainable business.

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On the corner of East 24th Street and Madison Avenue, overlooking the Madison Square Park, is a historic Art Deco building. At the base of it sits Eleven Madison Square Park – a fine dining establishment recognized by the New York Times with a four-star rating. But wait, that’s not all. EMP also holds 3 Michelin stars 🤯🤯🤯.

And probably the most impressive achievement is being the #1 Restaurant in the World’s 50 Best Restaurants list in 2017. But that didn’t come easy. The 1st year EMP got nominated, they took the 50th place. Yes, in 2010 they came in last.

But that didn’t discourage them. It actually made them work harder. The next year in 2011 they ranked #24, and one year later, their hard work helped them get the 10th place. It wasn’t until 2017, 10 years after they came in last, that the EMP team got the well-deserved title of the #1 restaurant in the world.

It’s obvious that being #1 took time and a lot of effort. But the years they didn’t get the first place weren’t in vain. As Will Guidara, puts it ” We doubled down on unreasonable hospitality. Giving people more than what they expected”. Thus, creating unforgettable experiences for their guests.

What Makes the Dream Work.

Chef Daniel Humm and general manager Will Guidara, were known for their equal partnership between the kitchen and dining room, with a shared dedication to masterful precision and customary surprises for diners.

Will shares stories of booth failure and success but throughout the whole book EMP’s mission stays true to itself – “to be the 4-star restaurant for the next generation”. The whole team had a goal and each team member believed in it. Until, they all finally achieve it.

That alone is probably one of the fundamental lessons all brands need to take note. As someone who works with diverse brands, I can guarantee you if your goal is not aligned or reflected in your communication or actions, your business will suffer. Sooner or later you’ll see the cracks. Or worst.

It’s not enough for the management to have a goal. The team must be on the same page. And most important of all, every member must believe in the same goal. But we all know that without doing exceptional work to achieve that goal, the result will most likely be disappointing.

And since I make a living from taking a closer look to uncover the root cause, I’m here to share what helped EMP thrive.

Their secret sauce? Their culture! Hands down.

Hard work was celebrated, autonomy was encouraged, and micromanagement was non existent. Emphatic communication between the management and the team is what got them through some tough days.

Unfortunately some brands today need to re-read that sentence. But you don’t have to, because below I break down how to replicate their success.

How to Replicate a Dream Team No matter Your Industry.

1. Have a Vision.
2. Embrace Diversity.
3. Encourage Autonomy.
4. Talk & Walk Your Culture.

It’s that simple. Stick to those four easy steps and make them your non-negotiables. Your team will thrive, and so will your business alongside them.

I’ve seen brands turn 180 degrees and completely change their outdated practices. You can do it too. It won’t be easy. But hey, nothing worth having is.

Will Guidera’s Transformative Approach

In the worlds of Will Guidara “fine dining doesn’t need to be posh” and so he broke some rules..

Well, he broke many fine dining rules. He believed the new generation doesn’t care if you lean towards the customer or if you put your hands on the table when chatting with them. He was able to see the shift of what people wanted even before they knew exactly what that was.

“A Restaurant Does Not Exist Without a Dining Room: Besides the Dishes, Focus on Hospitality.”

Will Guidara

How to Apply it in your business

1. Always do more than what people expect from you

Or in the words of Will Guidara – Embrace “Unreasonable” Hospitality.

Guidara’s philosophy centers on going above and beyond client expectations – a mindset he calls “unreasonable hospitality.”

The book is filled with “impossible” at first glance to execute stories. Diners wanted hot dog but decided to go with EMP on their last few hours in the big apple?

No problem, Will rushed to the street cart vendor with the best hot dog in town. Which was luckily down the road. This simple but so significant gesture left guests with stories they tell people for years to come.

And some of the “unreasonable” hospitality were a common practice. Like asking guest how they came and which one is their car so a bus boy can run and add a coin to the meter before it expires. Guests were enjoying their meal and thrilled with that experience. And all it took was a quarter or 4 😉.

The team had a small budget to spend on such gestures. Which allowed them to think outside the box and come up with budget friendly ideas to satisfy customers.

It doesn’t need to be the moon and the starts. Ideas will pop-up as long as you listen to your clients. Will wasn’t a genius he listened. And most importantly, he cared.

By consistently surpassing expectations, you’ll foster unwavering client loyalty and a stellar reputation. That’s how you get free word-of-mouth marketing. Which I’d argue is the best referral ever. In fact, that’s how I build my own business but more onthat later.

So if you’re looking for client retention and revenue growth, invest in your customer relationships.

2. Prioritize Employee Training and Culture.

Yes, I already mentioned culture but I feel it needs its own paragraph.

Guidara emphasizes the importance of empowering employees with the tools and support they need to excel. In some cases his “unconventional” approach was exactly what his team members needed to shine. That’s exactly how collectively they were able to deliver exceptional experiences.

Which not only enhance client satisfaction but also contribute to lower turnover rates and increased productivity.

So investing in employee training and fostering a positive workplace culture becomes a no-brainer.

Your people are what makes your business what it is.

3. Create Meaningful Client Connections.

I feel this needs to be explained a bit. There is a fine line between asking to get something in return and asking because you genuinely care. To establish meaningful connections you need to care. Show people you are interested in them.

That was a cornerstone of Guidara’s approach.

Take some time to understand your clients’ needs and preferences. Then take that insight and create personalized experiences that leave lasting impressions.

This results in increased client loyalty, repeat business, and a higher lifetime value per client.

And if you ever had any doubt here are some stats to put you at ease.

4. Commit to Continuous Improvement.

Feedback is a free pot of gold. Your customers are actually telling you “this is what you need to fix for me to remain loyal”. The truth is that when one is too close to the project they become blinded to the problem holding them back.

But genuine customer feedback or a external consultant like me, who tells you like it is without holding back, offer the fresh perspective needed to overcome these blind spots. Companies who are dedicated to being better never stop improving.

Guidara also highlights the importance of constantly refining your client experience based on feedback and industry trends.

“Ok. That’s all great, but how can I do that?” I hear you ask…

Start with adopting a growth mindset. Then, embrace change. This will help your business to remain competitive and relevant.

Which in turn will foster long-term success and customer loyalty.

I get it—change isn’t always easy. I once worked with a small business owner who was convinced their customer service was rock solid. But after a few too many “Your response time is too slow” complaints, they finally took a step back. Instead of getting defensive, they asked, “What can we do better?” Turns out, customers just wanted quicker replies, even if it was a simple acknowledgment. So, they set up an autoresponder to let people know their message was received and would be answered soon. That small tweak made a huge difference—customers felt heard, and trust in the brand grew.

That’s the power of a growth mindset. It’s not about overhauling everything overnight—it’s about listening, adapting, and making small, meaningful improvements that keep your business relevant and your customers coming back.

It’s Simple: Prioritize the Customer

The truth is Guidara didn’t discover America. These are century old tactics that were used by smart business owners. There is actually nothing radical in putting the customer first. But somewhere along the way some have “forgotten” who keeps the doors open. But not you. You know better than that.

My goal was to simplify the most important info from the book “Unreasonable Hospitality”. And provide service-based entrepreneurs with a roadmap for creating exceptional client experiences that drive business growth and foster lasting success. Now all you have to do is incorporate some of the insights. I’m cheering for you!