UNREASONABLE HOSPITALITY: The Power of Giving People More Than They Expect
Sep 21, 2023
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Will Guidara, transformed a mediocre brasserie into the best restaurant in the world. Explore the power of unreasonable hospitality, the lessons learned in building a best in class restaurant, the journey of 11 Madison Park during the recession, and the importance of creating memorable and genuine hospitality experiences. Also, discover their transition from restaurant ownership to relationship capital.
Unreasonable hospitality requires treating each customer as unique and going beyond their expectations to create a special experience.
Balancing excellence and hospitality is a key factor in achieving success in the service industry.
Simple gestures and thoughtful acts can have a significant impact on customer satisfaction and loyalty.
Deep dives
Creating a Culture of Unreasonable Hospitality
The podcast explores the concept of 'unreasonable hospitality' and its power in transforming a business. The restaurant 11 Madison Park achieved incredible success by going above and beyond traditional customer service. The goal was to create an environment where people feel seen and special, whereby the relentless pursuit of excellence in customer care becomes the driver of success. This philosophy requires being present, taking the customer experience seriously, and treating each individual as unique. The stories of providing legendary moments, such as surprising guests with hot dogs or organizing sledding trips for families, demonstrate the transformative impact of hospitality.
Balancing Excellence and Hospitality
The journey of turning 11 Madison Park into the world's number one restaurant required finding the balance between excellence and hospitality. The team focused on meticulous attention to detail, exquisite food, and flawless service. However, they also wanted to create an inclusive and welcoming environment, where guests felt comfortable and special. By integrating hospitality into every aspect of the dining experience, from the entrance to the check, they aimed to exceed expectations and eliminate customer anxiety. This approach allowed them to connect with guests on a deeper level and foster loyalty through personalized, memorable experiences.
The Power of Small Gestures
The podcast highlights the significance of small, thoughtful gestures in creating extraordinary customer experiences. While some legends created at 11 Madison Park were elaborate and logistically complicated, like organizing unique experiences or surprises for guests, the key lesson was that simple gestures can have a significant impact. For example, offering a complimentary hot dog to a guest or surprising diners with a special cocktail can delight customers and make them feel seen and appreciated. Unreasonable hospitality is about going beyond expectations, even in the smallest ways, to create a lasting impression.
Applying Unreasonable Hospitality in Different Industries
The concept of unreasonable hospitality extends beyond the restaurant industry and has potential applications in various service sectors. With more emphasis on human connection and personalized experiences, businesses in retail, finance, real estate, education, healthcare, and other industries can embrace unreasonable hospitality to create meaningful connections with customers and employees. By prioritizing delight and going the extra mile, organizations can elevate their customer service and differentiate themselves from competitors. Unreasonable hospitality can be a powerful tool in building strong customer loyalty and enhancing overall brand reputation.
Transition and Future Impact
The podcast episode also delves into the personal journey of Will Gudara, co-owner of 11 Madison Park, and his decision to leave the restaurant. This decision led him to write the book 'Unreasonable Hospitality,' and start an agency focused on helping companies embrace the power of customer-focused experiences. By sharing his experiences and insights, Gudara aims to inspire others to invest in their relationship capital and create exceptional moments for their customers. The episode concludes by highlighting the potential impact of unreasonable hospitality in the evolving landscape of a hospitality-focused economy.
When he was 26, Will Guidara took the helm of a middling brasserie in New York City called Eleven Madison Park. A decade later, it was named the best restaurant in the world. How did he pull off this unprecedented transformation? By practicing unreasonable hospitality.
