The Transformation of Eleven Madison Park

When Guidara and Humm took over EMP in 2006, it was already a well-regarded restaurant. However, they had ambitious visions. In 2010, they purchased the restaurant from Danny Meyer and began transforming it into something extraordinary.

Under their leadership, EMP evolved from a French brasserie into a fine dining establishment that would eventually be named the World’s Best Restaurant in 2017. What set EMP apart wasn’t just the exceptional food but the distinctive approach to service that Guidara championed.

The Birth of “Unreasonable Hospitality”

Guidara developed what he calls “Unreasonable Hospitality” – going beyond what’s expected or reasonable to create meaningful, memorable experiences for guests. This philosophy embraces the idea that the most powerful moments often come from breaking conventional rules and limitations in service of creating human connection.

The concept was born from Guidara’s realization that while excellent food is crucial, it’s the human element – the service and emotional connection – that transforms a meal into an unforgettable experience.

Moments of Unreasonable Hospitality

Guidara’s approach is illustrated by countless stories from EMP:

• When a couple mentioned they missed their reservation at a Chicago hot dog stand, the staff created a New York-style hot dog cart tableside experience.
• For a guest who had never seen snow, they transformed the restaurant’s private dining room into a winter wonderland where the guest could have a snowball fight.
• When a regular guest mentioned missing the beaches of California, the team turned a table into a beach scene complete with sand, shells, and beach chairs.

These “moments” weren’t just gimmicks but thoughtful responses to genuine human connections between staff and guests.

Beyond Restaurants

In 2019, Guidara left EMP to explore new ventures. He founded the Welcome Conference, a hospitality industry event, and eventually wrote his book “Unreasonable Hospitality,” published in 2022, which shares his philosophy and stories from his career.

Today, Guidara works as a speaker, consultant, and advocate for elevating service standards across industries. His message has resonated beyond restaurants, inspiring leaders in healthcare, retail, and other service-focused businesses.

The Core Principles

Guidara’s philosophy hinges on several key principles:

1. Human connection is everything – Genuine care and connection underpin all great service experiences
2. Details matter – Noticing and acting on small details can create outsized emotional impact
3. Say “yes” first, figure out “how” second – Finding creative solutions rather than defaulting to limitations
4. Service is a craft – Like cooking, service requires skill, dedication, and creativity
5. Unreasonable doesn’t mean impractical – Exceptional moments don’t have to break the bank, just break convention

Start with what you want to achieve, instead of limiting yourself to what’s realistic or sustainable

• Will Guidara

Will Guidara’s personal habits and routines focus on intentionality, energy management, and relentless preparation. Some of his key personal disciplines include:

1. Obsessive preparation and planning: Guidara is known for meticulously preparing for service each day. He would arrive hours before service to review reservations, guest notes, and ensure every detail was in place. This preparation extended to studying the backgrounds of VIP guests to anticipate their needs.
2. Daily team meetings: He instituted pre-shift meetings that went beyond typical restaurant briefings. These meetings included sharing guest stories, discussing service philosophy, and creating emotional alignment among team members.
3. Reflection practice: Guidara regularly takes time to reflect on past experiences and services, analyzing what worked well and what could be improved. This habit of continuous self-assessment drives his approach to hospitality innovation.