Will Guidara
speaker
1,995 appearances
4 recordings
4 series
first heard Oct 2022
last heard 15 Jun
Will Guidara’s voice in public audio — every appearance, attributed to the second.
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recordings per month · last 12 monthsRecordings per month over the last 12 months — 3 in all, peaking in Jun 2026 with 1.
Appearances
And so it was that night underneath, we will be number one in the world that I wrote those two words, unreasonable hospitality.
Well, the first thing I did was I made sure that it wasn't just me doing it.
There's a retired naval captain named David Marquet who famously said that in most organizations, the people at the top have all the authority, while the people on the front line have all the information.
I don't think you can do anything of significance, especially as it pertains to how you serve your end users, absent bridging the gap between authority and information.
And so I came back
And I told the team we were going to be number one.
I told them we're going to do it through hospitality.
And then I invited them to sit with me so we collectively could figure out how we were going to get there.
In the beginning, we all worked together on what felt the most obvious, right?
Looking at the experience we were serving and trying to figure out how to make it more hospitable.
And gosh, we did some pretty cool innovations around how we welcomed people through the door, how we took their orders, how we delivered their food.
But
One day I had a moment of realization that we were focusing only on the most obvious touch points in the experience, which by definition were the same ones our competitors were focusing on.
Something I've come to realize, not just in the years I spent owning and operating those restaurants, but in the years since, as I've gotten to work with leading companies across pretty much every industry, is that very few companies actually know what every touchpoint in the experience is, what every moment of interaction is, because people don't slow down for long enough to genuinely understand the experience they are serving.
And so one day we closed the restaurant, we brought in the entire team and we did an exercise that I now call an interrogation of the customer experience where over the first few hours, we isolated in excruciating detail, every single touch point, every moment of interaction so that we could then start isolating as many of them as possible.
And we did really cool innovations around what happened when you washed your hands in the bathroom?
How did we deliver the check to you?
What would happen if someone stepped outside and had a cigarette in the midst of their meal?
I found when you invest even the smallest amount of creativity into the more overlooked moments in an experience, it can have...
a significant impact on the experience as a whole, because while it's you saying very clearly to the people you're serving, we're willing to care about things that no one else has ever paused for long enough to consider.
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