Unreasonable Marketing - lessons from the creator of the world’s #1 restaurant - Will Guidara

Will Guidara is the author of Unreasonable Hospitality and co-founder of the world’s #1 restaurant, Eleven Madison Park. He joins us to share how lessons from hospitality can be a huge competitive advantage for your brand. We discuss the power of small but impactful gestures, intelligent naivety, the 95/5 rule and investing in the things that can’t be measured but make all the difference.

Will also reflects on the mindset that took Eleven Madison Park to the top, what businesses can learn from restaurants, and how applying unreasonable hospitality can turn any customer experience into something truly extraordinary.

Timestamps

00:00:00 - Start
00:00:57 - Will’s experience writing his book
00:02:11 - Getting 4 stars from The New York Times
00:04:43 - What marketers can learn from Unreasonable Hospitality
00:08:08 - Where did the term “unreasonable hospitality” come from?
00:14:13 - Why Will is fine being “The Dining Room Guy”
00:16:40 - Why Will added a beer sommelier - reverse benchmarking
00:20:29 - Intelligent naivety and the advantages of youth
00:23:30 - The power of small thoughtful gestures that make a lasting impact
00:27:22 - The 95/5 rule - how to succeed with things that cannot be measured
00:31:47 - Restaurant smart vs corporate smart
00:36:50 - Why you sometimes need conflicting goals
00:41:34 - Is the customer always right?
00:45:55 - Turning pain points into highlights
00:48:06 - How Will Guidara makes getting the bill a memorable experience
00:51:38 - Why nothing in the world can replace persistence
00:53:40 - Never waste a good crisis
00:56:52 - What Will would do at Cannes with no budget
00:59:56 - How Shake Shack kept 11 Madison Park going
01:00:48 - Which fast food chains does Will admire
01:03:51 - Hiring exceptional talent
01:06:17 - Getting siloed teams to work together in harmony
01:09:07 - What would you do if you knew you couldn’t fail