WELCOME TO THE HOSPITALITY ECONOMY
If you’re here it means that you believe, as we do, that how we serve is as valuable as what we serve — and that you’ve made the choice to be unreasonable, not just in pursuit of product, but also in pursuit of people. We’ve spent our careers doing just that — being intentional and creative in pursuit of relationships. We are so excited to invite you into our world and teach you the many things we’ve learned along the way.
“Will not only transformed a restaurant, but challenged our entire idea of service… any organization would benefit from his thinking.”
— Simon Sinek
Bestselling Author of Start With Why, Leaders Eat Last, and The Infinite Game
The Book
Today, every business can choose to be in the hospitality industry — and you don't have to be a luxury business to do it. This book of lessons about both service and leadership learned over a career in hospitality celebrates the one principle that will never go out of season: the human desire to be taken care of. In this behind-the-scenes peek at the world of fine dining, Guidara shows us how to find the magic in what we do — for ourselves, the people we work with, and the people we serve.
Consulting
Will Guidara and his team at thank you offer experience-driven Unreasonable Hospitality consulting, helping companies beyond restaurants and hotels make the choice to be in the hospitality industry. Our work extends across disciplines — finance, technology, luxury retail, real estate, healthcare, and more — teaching companies to be more creative and intentional in building relationship capital with the people they work with and the people they serve.
Training Workshop
An in person practical covering the many lessons from Will Guidara’s Unreasonable Hospitality.
Today, any business can choose to be in the hospitality industry - and you don’t have to be a luxury business to do it. This workshop teaches the lessons about both service and leadership celebrating the one principle that will never go out of season: the human desire to be taken care of.
Welcome Conference
The Welcome Conference is an annual symposium where like-minded people come together to share ideas, inspire one another, and connect to form community around the power of hospitality.
The annual conference is an engaging, day-long program, where people passionate about hospitality gather to hear from leaders in the field. We welcomed nearly 100 speakers today, including Simon Sinek, Danny Meyer, Alan Mullaly, and so many more.
The Newsletter
Sign up with your email to receive Pre-Meal: The Newsletter. A virtual team huddle of sorts that will arrive in your inbox every other week filled with inspiration, ideas, and stories of Unreasonable Hospitality out in the world.
Ted Talk
The secret ingredients of great hospitality.
How serving a two-dollar hot dog in a fancy four-star restaurant can create a unique personalized experience. The Pursuit of unreasonable hospitality involves seeking out ways to create extraordinary experiences and giving people more than they could ever possibly expect. In this funny and heartwarming talk, Will shares three steps to crafting truly memorable moments centered in human connection – no matter what business you're in.
We believe in the remarkable power of giving people more than they expect.
Will Guidara
In Unreasonable Hospitality, Will Guidara chronicles the lessons in service and leadership he has learned over the course of his career in restaurants.
He is the former co-owner of Eleven Madison Park, which under his leadership received four stars from the New York Times, three Michelin stars, and in 2017 was named #1 on the list of the World’s 50 Best Restaurants.
A graduate of the hospitality school at Cornell University, he has co-authored four cookbooks, was named one of Crain's New York Business's 40 Under 40, and is the recipient of WSJ Magazine's Innovator Award.
