Unreasonable Hospitality - Will Guidara

Will Guidara was twenty-six when he took the helm of Eleven Madison Park, a struggling two-star brasserie that had never quite lived up to its majestic room. Eleven years later, EMP was named the best restaurant in the world.

How did Guidara pull off this unprecedented transformation? Radical reinvention, a true partnership between the kitchen and the dining room—and memorable, over-the-top, bespoke hospitality.

Today, every business can choose to be a hospitality business—and we can all transform ordinary transactions into extraordinary experiences.

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Unreasonable Hospitality - Will Guidara