Will Guidara

Will Guidara is a hospitality visionary and bestselling author renowned for transforming how organisations deliver exceptional service through his philosophy of 'unreasonable hospitality'. As former co-owner of Eleven Madison Park, he elevated the restaurant to three Michelin stars and the title of World's Best Restaurant, proving that extraordinary experiences stem from genuine human connection. Now leading projects including the Athletics ballpark culinary plan and delivering keynotes at major industry conferences, Will empowers leaders across sectors to reimagine their approach to service and culture. His sessions equip organisations with practical strategies to build people-first cultures, inspire teams, and create memorable customer experiences that drive loyalty and lasting business success.

Will Guidara transformed Eleven Madison Park from a respected New York restaurant into a three-Michelin-starred global phenomenon, earning the title of World's Best Restaurant by reimagining what service could mean. As co-founder of Make It Nice and former co-owner of the celebrated establishment, he built his career on a deceptively simple conviction: that hospitality extends far beyond the quality of what's on the plate. His bestselling book, *Unreasonable Hospitality: The Remarkable Power of Giving People More Than They Expect*, captures the philosophy that has since reshaped how organisations across industries think about creating meaningful experiences. Now leading ambitious projects including the culinary vision for the new Athletics ballpark, Will continues to apply his people-first principles to ventures that blend innovation with genuine human connection.

Will's influence reaches well beyond fine dining. He has advised major organisations on leadership and culture, delivered keynotes at industry conferences including the 2026 Craft Brewers Conference in Philadelphia, and contributed to initiatives such as the Linkage Institute and Talent 2027 programmes. His work with the Virtuoso Symposium and collaborations across sectors demonstrate how his insights on service, team empowerment, and generosity translate into practical strategies for businesses navigating evolving customer expectations. Whether speaking to brewery owners, corporate leaders, or hospitality professionals, Will offers a framework grounded in real-world success: that exceptional service stems from empowering teams to exceed expectations and treating every interaction as an opportunity to make someone feel valued.

Audiences leave Will's sessions with actionable strategies for building cultures where people genuinely want to deliver their best work. He equips leaders with tools to inspire their teams, rethink customer engagement, and embed generosity into everyday operations. His approach resonates because it's rooted in measurable outcomes, from increased loyalty and repeat business to stronger internal morale and creativity. By challenging organisations to adopt what he calls "unreasonable hospitality," Will helps them see that small, thoughtful gestures create outsized impact. His message is clear: businesses that prioritise human connection don't just survive, they thrive. For organisations seeking to differentiate themselves through service excellence and purposeful leadership, Will provides both the inspiration and the practical roadmap to make it happen.