Unreasonable Hospitality
by Will Guidara
Presented by: Mari Weymouth
Will Guidara was twenty-six when he took the helm of Eleven Madison Park (EMP), a struggling two-star brasserie in New York City that had never quite lived up to its majestic room. Eleven years later, EMP was named the best restaurant in the world. *Unreasonable Hospitality* is the story of how that transformation happened — and why its lessons apply far beyond the restaurant industry.
The book opens with a pivotal moment: the 2010 ceremony for the World’s 50 Best Restaurants. Guidara and his chef-partner Daniel Humm expected to place around 35th or 40th, but EMP came in 50th — dead last. That moment of disappointment became a catalyst. They committed to transforming EMP not just through culinary excellence, but through an unparalleled dedication to hospitality.
At the heart of the book is a crucial distinction. Service, Guidara argues, is “black and white” — competent and efficient. Hospitality, in contrast, is “color” — genuinely engaging with people to create an authentic connection. Unreasonable hospitality means going beyond what’s expected or even what seems sensible, to make every guest feel truly seen and cared for.
Guidara’s team surprised a family who had never seen snow with a sledding trip to Central Park after dinner; they filled a private dining room with sand, mai-tais, and beach chairs to console a couple whose vacation had been cancelled. These weren’t scripted gestures — they were improvisational acts of attentiveness rooted in a deep culture of caring.
Guidara is equally focused on the team behind the experience. His hospitality extended beyond those dining at the restaurant to his own team, who learned to deliver praise and criticism with intention — and to understand why the answer to some of the most pernicious business dilemmas is to give more, not less.
The book’s core argument is ultimately universal. Fads fade and cycle, but the human desire to be taken care of never goes away. Guidara challenges readers in every field — not just hospitality — to pursue a standard of human connection that most consider impractical. His conclusion: it was the pursuit of excellence that brought EMP to the table, but it was the pursuit of unreasonable hospitality that took them to the top.
WHEN:
Wednesday, August 19, 2026
Meet and Greet: 5:30 PM – 5:45 PM (US Central Time)
Presentation: 5:45 PM – 7:00 PM (US Central Time)
Meet Life Long Learners and Open Discussion:
7:00 PM – 7:30 PM (US Central Time)
WHERE (either):
In Person
CHRISTUS Heritage Hall, The Village at Incarnate Word
Braodway at Burr Road
San Antonio, TX 78209
or VIA ZOOM
Presentation:
5:45 PM – 7:00 PM (US Central Time)
**You must register to receive the Zoom Link**
You do not need to have read the book to attend the event.
If you would like to invite other colleagues to join this conference, have them visit the website at www.ExecutiveBookReview.com to find out more about this and future events.