We're Still Thinking About This Conversation with Will Guidara
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In this deeply personal and transformative episode of The Next Big Idea, host Caleb Bissinger revisits his 2023 conversation with Will Guidara, the visionary behind Eleven Madison Park’s rise to world-renowned status. Guidara recounts the pivotal moment in 2010 when, after being ranked last in the world’s 50 Best Restaurants, he wrote 'unreasonable hospitality' on a cocktail napkin—a phrase that became the moral and operational compass for transforming a solid French brasserie into the world’s best restaurant. Drawing from his childhood experience caring for his mother after a debilitating illness, Guidara reveals how a deep-seated belief in human connection fueled his leadership philosophy. He details how he rebuilt the restaurant’s culture through daily pre-meals, empowering his team with creative ownership, and designing every touchpoint—from the front door to the check—with intention and empathy. The episode traces the restaurant’s survival through the 2008 recession, the pivotal four-star review from Frank Bruni, and the eventual 2017 ascent to number one in the world. Guidara also reflects on the emotional cost of success, including his departure from co-founder Daniel Humm, and how the principles of unreasonable hospitality now guide his work with companies across industries. The conversation is both a masterclass in leadership and a testament to the power of radical kindness as a competitive advantage.
Unreasonable hospitality is not about perfection—it’s about making people feel seen, welcomed, and valued in every interaction.
Small, thoughtful gestures—like a free bottle of cognac with the check or a surprise hot dog—can create legendary customer experiences that drive loyalty and word-of-mouth.
Leadership is not about selling your vision—it’s about inviting people to co-create it, especially by empowering frontline teams to contribute ideas.
The most powerful innovation often comes from listening deeply to guests and employees, not from top-down mandates.
A culture of generosity and emotional investment in people (both customers and staff) is a sustainable competitive advantage in any industry.
…and 3 more takeaways available in PodZeus
The Origin of Unreasonable Hospitality
“It was following my first time at the 50 Best Awards... we came in last place. We were number 50. Still a huge honor... But when I got to acceptance, it was for the following reason. See, I mean, listen, it's patently absurd to say that one restaurant is the best restaurant in the world.”
The Birth of a Vision: From Anger to Purpose
“I decided that if those chefs who had topped the list earlier were unreasonable in pursuit of product and relentless in pursuit of how it needed to change, I decided that our impact was going to come by being unreasonable in pursuit of people.”
The Power of Presence and Listening
“I remember it was the first time I wore a blazer... I remember it was the first time I dropped my napkin and someone picked it up and brought me a new one and gave it to me and called me sir. But really what I remember was how it made me feel.”
Building a Culture of Collaboration
Guidara details his leadership strategies at Eleven Madison Park, including the daily pre-meal meeting as a sacred ritual for team alignment. He emphasizes the importance of creating a culture where every team member feels like a co-creator, not just a cog in the machine.
The Hot Dog That Changed Everything
“I went back to the kitchen, dropped off the plates, ran outside of the hot dog cart, grabbed the hot dog, ran back inside... He cut the hot dog up into four perfect pieces... I brought over what we in New York call a dirty water dog. Then I explained it. I said, hey, I want to make sure you don't go home with any culinary regrets.”
“I decided that if those chefs who had topped the list earlier were unreasonable in pursuit of product and relentless in pursuit of how it needed to change, I decided that our impact was going to come by being unreasonable in pursuit of people.”
“I went back to the kitchen, dropped off the plates, ran outside of the hot dog cart, grabbed the hot dog, ran back inside... He cut the hot dog up into four perfect pieces... I brought over what we in New York call a dirty water dog.”
“People will forget what you say, they'll forget what you do, but they'll never forget how you made them feel.”
Host
Guest
Will Guidara
person
Eleven Madison Park
other
Danny Meyer
person
Daniel Humm
person
The New York Times
media
Caleb Bissinger
person
Frank Bruni
person
50 Best Restaurants
organization
The Next Big Idea Club
organization
David Epstein
person
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