Unreasonable Hospitality

Will Guidara took Eleven Madison Park from a struggling brasserie to the best restaurant in the world, and this is his account of the thing he thinks did it: treating hospitality as the product rather than the packaging. The stories are the point, the hot dog bought from a street cart for diners who had eaten everything but that, the sledge sent to a family who had never seen snow. The argument underneath is that unreasonable generosity is repeatable, teachable and commercially rational in any business where people have a choice.