Unreasonable Hospitality: The Remarkable Power of Giving People More Than They Expect

Guidara argues that hospitality should be more than service—it should be a strategic differentiator. By offering guests unexpected, personalized experiences, businesses can stand out in even the most competitive industries. At Eleven Madison Park, this meant deploying “Dreamweavers” to craft unique surprises based on eavesdropped guest comments—like plating a street hotdog for European tourists who had yet to try one. This principle can be adapted for businesses outside the restaurant industry, as Guidara argues that hospitality is a key component of success in any customer-facing business: For instance, a boutique fitness studio might surprise clients with curated thank-you notes or playlists tailored to their favorite workout songs. Guidara emphasizes that this kind of creative hospitality is scalable and not inherently costly—it simply requires staff to listen attentively and act with intention.

The book repeatedly reinforces the claim that excellence results from conscious choices, not chance. Guidara’s “One-Inch Rule” emphasizes the importance of maintaining intentionality through the very last step—the final inch—of an action. For example, placing a dish in front of a guest is not just the final step in a service sequence—it is the culmination of the team’s entire effort. This attention to the final detail is applicable well beyond the restaurant and hospitality sector.