Unreasonable Hospitality by Will Guidara 

The Must-Read Guide to Transforming Any Business Through Exceptional Hospitality

From Will Guidara, the former co-owner of Eleven Madison Park — once a struggling two-star brasserie that became the best restaurant in the world — comes Unreasonable Hospitality, the New York Times bestseller redefining service and leadership.

At just 26, Guidara took the helm and transformed EMP through radical reinvention, a true partnership between kitchen and dining room, and one powerful philosophy: give people more than they expect.

Through unforgettable stories — surprising a family who had never seen snow with a magical sledding trip to Central Park, turning a private dining room into a beach complete with mai tais and sand for guests with a cancelled vacation — Guidara shows how “unreasonable” hospitality creates magic.

Packed with practical lessons on building exceptional teams, delivering thoughtful praise and criticism, thinking like an owner, and turning ordinary transactions into extraordinary experiences, this book proves that every business can (and should) be a hospitality business.

Featured in FX’s The Bear and praised by leaders like Simon Sinek and Danny Meyer, Unreasonable Hospitality is essential reading for anyone who wants to lead with generosity, create work that matters, and make people feel truly seen and cared for.