Beyond Service: How Unreasonable Hospitality Can Make Your Brand Legendary

“One size fits one.”

Delivering a Michelin-Level Customer Experience: Lessons from Unreasonable Hospitality

In the world of customer service, there’s a growing trend that’s changing the game: unreasonable hospitality. Will Guidara, a co-owner of the former Michelin-starred Eleven Madison Park in New York City, shares his insights in his book, Unreasonable Hospitality. He reveals how going above and beyond, even in surprising ways, makes customers feel valued, cared for, and deeply connected to a brand. This level of care and attention not only earns businesses loyal customers but also makes them memorable, creating stories that are shared for years.

Guidara’s approach can transform any business that’s willing to prioritize the needs and desires of its customers. If you want to create a Michelin-level experience that customers will remember and talk about, here are key takeaways from Unreasonable Hospitality and why focusing on solving your customers’ pain points can set your brand apart.

1. "Service Isn’t Enough; It Has to Be Hospitality."

Guidara makes a crucial distinction between service and hospitality. Service is doing your job well; hospitality is about how you make people feel while doing it. He says, “Service is black and white. Hospitality is color. Service is about doing things well. Hospitality is about doing things extra well, with warmth and kindness.” By focusing on the emotional experience, you build a genuine connection with each customer.

Imagine walking into a restaurant where the server remembers your name, notices you’re celebrating a birthday, and surprises you with a small dessert on the house. That’s hospitality—it’s the extra effort that makes customers feel valued. It’s this memorable, emotional connection that will set your business apart from the rest.

2. "Identify and Anticipate the Needs of Your Customers."

One of the biggest takeaways from Guidara’s book is learning to recognize and anticipate the needs of your customers before they even realize them. At Eleven Madison Park, the team trained to read small cues from guests—their expressions, tone of voice, and even body language—to understand what they needed. Did they seem tired or stressed? The staff might offer a soothing tea or suggest a moment to relax before ordering.

Anticipating needs means paying attention to your customers’ pain points and finding solutions without being asked. When you solve a problem before it becomes one, customers feel genuinely cared for and supported. Guidara believes this attention to detail is what makes hospitality “unreasonable” in the best way. Think about how your business can address customer needs proactively: Do you offer convenient parking for elderly customers? Do you keep products organized and accessible to save time? These small details can create a stress-free experience that leaves a lasting impression.

3. "Surprise and Delight with Unreasonable Gestures."

Guidara explains that one of the keys to an unforgettable experience is “surprise and delight.” At Eleven Madison Park, the team didn’t just stick to the basics. For example, when guests from another state mentioned they’d missed New York’s classic hot dog experience, a staff member ran outside, bought a hot dog from a nearby cart, and brought it to their table. This small gesture, unexpected yet thoughtful, made the guests feel seen, heard, and cared for.

For your business, consider ways to surprise customers in meaningful ways. You don’t have to spend a lot; sometimes, small, thoughtful gestures mean the most. If a regular customer always orders the same item, could you offer a free add-on or write a note of appreciation in their package? These little surprises create emotional connections, turning a simple transaction into a memorable experience.

4. "Create Moments That Tell a Story."

Guidara believes in creating moments that are so memorable they become part of your brand’s story. These stories are what customers remember and tell others, turning a single experience into a lasting reputation. When Eleven Madison Park served a couple celebrating their anniversary, they personalized their dessert plate with a note that said, “Happy Anniversary,” turning a simple gesture into a moment that held meaning for the couple.

What stories do you want your customers to tell about your business? Think about the moments that leave them smiling or surprised. Is it the friendly greeting they receive every time they call? The thoughtful packaging that makes their purchase feel special? Every touchpoint is an opportunity to create a story worth remembering.

5. "Empower Your Team to Deliver Exceptional Hospitality."

One thing Guidara emphasizes is that hospitality can’t just come from the top—it has to be embedded in the culture of the business. To make every guest feel valued, everyone on the team has to be aligned with the goal of delivering outstanding experiences. At Eleven Madison Park, Guidara trusted his staff to make decisions on the spot, giving them the freedom to solve customer problems and make special moments happen.

For your business, empowering employees to go the extra mile is essential. Encourage them to see customers not as transactions but as individuals with unique needs. When your team has the power and motivation to do what it takes to make a customer’s day, you create an atmosphere of genuine hospitality that’s hard to find elsewhere.

6. "Solve Your Customer’s Problems to Be Truly Unforgettable."

At its heart, Unreasonable Hospitality is about understanding that every business exists to solve problems for customers. This means identifying the pain points of your audience and finding ways to alleviate them. Sometimes these pain points are obvious, like quick service or clear directions, but other times they’re more subtle, such as a desire for recognition or a need for comfort.

When you focus on solving these problems, you communicate to your customers that their needs matter. This commitment to their experience makes you unforgettable. Guidara explains that at the end of the day, it’s not just about the food, the ambiance, or the table setting—it’s about the feeling people leave with. If they feel valued and understood, they will remember you.

Bringing It All Together: The Business of Solving Problems

Guidara’s philosophy teaches us that creating a Michelin-level customer experience isn’t just about quality service; it’s about solving people’s problems, big and small, and leaving them with memories. When you make customers feel that you care about their problems and will go out of your way to solve them, you earn a place in their lives.

Consider this: In any industry, there are hundreds of companies competing for attention. But only a few brands are genuinely unforgettable, the ones that customers rave about and come back to. These are the brands that don’t just provide a service; they provide an experience. They focus on solving problems, relieving pain points, and creating joyful, meaningful moments.

If you want to stand out, don’t just deliver a service; deliver an experience. Find out what your customers truly want and need, and be willing to go above and beyond to provide it. As Will Guidara writes, “In the end, hospitality is about making people feel better when they leave than when they arrived.” Your goal should be to make every customer feel valued, understood, and happy—long after they’ve left your business.

The Legacy of Unreasonable Hospitality

In Unreasonable Hospitality, Guidara reminds us that business isn’t just about products and profits. It’s about people. By focusing on their needs, recognizing their problems, and offering surprising solutions, you don’t just build a brand—you build a legacy. When people feel cared for and listened to, they’re more than just customers; they become loyal advocates who share their stories, turning your brand into something that lasts.

Creating a memorable, Michelin-level experience might take extra effort, but the payoff is a brand that customers don’t just remember but cherish. If you’re in business to make an impact, start by delivering unreasonable hospitality—because that’s what makes all the difference.