Restaurateur Will Guidara’s life changed when he decided to serve a two-dollar hot dog in his fancy four-star restaurant, creating a personalized experience for some out-of-town customers craving authentic New York City street food. The move earned such a positive reaction that Guidara began pursuing this kind of “unreasonable hospitality” full-time, seeking out ways to create extraordinary experiences and give people more than they could ever possibly expect. In this funny and heartwarming talk, he shares three steps to crafting truly memorable moments centered in human connection – no matter what business you’re in.
If you love watching TED Talks like this one, become a TED Member to support our mission of spreading ideas:
Follow TED!
Twitter:
Instagram:
Facebook:
LinkedIn:
TikTok:
The TED Talks channel features talks, performances and original series from the world’s leading thinkers and doers. Subscribe to our channel for videos on Technology, Entertainment and Design — plus science, business, global issues, the arts and more. Visit to get our entire library of TED Talks, transcripts, translations, personalized talk recommendations and more.
Watch more:
TED’s videos may be used for non-commercial purposes under a Creative Commons License, Attribution–Non Commercial–No Derivatives (or the CC BY – NC – ND 4.0 International) and in accordance with our TED Talks Usage Policy: For more information on using TED for commercial purposes (e.g. employee learning, in a film or online course), please submit a Media Request at
#TED #TEDTalks #hospitality
source
Enjoying this talk? You'll love the brand new TED Radio Hour series – Mind, Body, Spirit. Hear TED speakers share their eye-opening ideas on how we think, move, and feel. https://www.youtube.com/playlist?list=PL2TjQf2riraLkqqFGxK65JI-leCAxm1eD
First off. That would contaminate the kitchen. Bring outside food into the kitchen? Fake.
Great 2 bucks story, agreed it is all about connection, especially now as we go at speed into the AI supercycle!
Yeah I remember when I was serving with my smile and warm words as usual a woman who's sitting alone in the morning shift 🌄
And later that day she's giving a 5stars for our restaurant
Great idea! Would love to read the book.
I love the interactions I have with guest and I love my job at my hotel! Watching from CA
if you like The Bear (TV Series), you must be like this material presentation
The Secret Ingredients of Great Hospitality | Will Guidara | TED
“Kindness always begets kindness”
It's a two-way street with a few roundabouts along the way.
Unreasonable Hospitality, by restaurateur Will Guidara, argues that going “above and beyond” in how you care for people—guests and staff—is not a luxury add‑on but the core engine of excellence, culture, and long‑term success in any organization.
Core Idea: Hospitality Over Service
The book distinguishes “service” (doing your job efficiently) from “hospitality” (making people feel seen, known, and cared for). Guidara calls hospitality the “color” that turns competent service into memorable experiences.
He argues that a great product or technical skill is no longer enough; people now expect an emotionally resonant experience alongside quality goods or services.
Signature Practices and “Unreasonable” Moments
Guidara describes creating “magical moments” by noticing small details and responding with personalized surprises (for example, sending staff out to buy and plate a New York hotdog for guests who regretted not trying street food). These systematic surprises become a deliberate strategy, not random acts.
He highlights the “95/5 rule”: manage 95% of your operation with rigorous discipline, but spend about 5% of resources “foolishly” on gestures that create unforgettable experiences with outsized impact.
Leadership, Culture, and Teams
A major theme is that leaders must intentionally build, protect, and constantly reinforce culture; it is “caught” through daily behavior and rituals, not set once in a mission statement.
He emphasizes taking exceptional care of employees so they can, in turn, offer exceptional hospitality to guests—leadership includes listening to ideas from the front line, staying close to ground‑level reality, and treating feedback as a gift rather than a threat.
Pursuit of Excellence and Growth
Guidara frames excellence as a continuous pursuit rather than a final state: you cannot do everything perfectly, but you can do many things perfectly if you are intentional and focused.
He encourages leaders and teams to “get uncomfortable,” stepping outside comfort zones and embracing challenges as the pathway to leveling up, while also warning not to chase perfection at the expense of your team’s well‑being.
Systems, Traditions, and Purpose
The book contrasts “restaurant smart” (nimble, human‑centered, high‑ownership culture) with “corporate smart” (strong systems and controls), arguing the best organizations integrate both without smothering human connection.
Guidara urges leaders to rethink traditions: keep or create only those rituals that are authentic and serve a real need, and be willing to abandon “we’ve always done it this way” when it no longer supports your purpose.
Throughout, he returns to purpose: individuals and organizations need to clearly name why their work matters; this sense of meaning fuels hospitality, resilience, and innovation.
It means creating such a memorable experience that they not only remember how you made them feel, but what you did and said.
Wonderful, I teach this SPA team and think like this. But the problem is not all team are want to work in this way… it is difficult to find good hands people and same time good in hospitality…
How to encourage team to work like this? If it is not from beginning…how to re-teach them?
I wish every one in service can work like this ( at list in SPA over the word I try to inspired and teach them)
Love this talk. I am from the Philippines, and we are always tied to Hospitality. So grateful to my client from Texas for shipping this book to me…Waiting and excited to read every story. You inspired the CEO of the accounting firm I am working with. Experience really matters in everything. Let's be relational rather than transactional in everything we do. You're so cool, Will Guidara. I'm sure all the team members are as cool as you are. I won't forget that hotdog story.
What a refreshing and easily implemented concept. Thank you, My clients are going to appreciate my new insight to hospitality!
Thank you
What an amazing story! I'm sending this to the greeter team at my church. So many applications for this. Hospitality is a huge theme in the Bible, it'll probably even make it's way into a sermon at some point. Thank you for this, sir.
HOT DOGS IN PACKS….
TEDX TELLS …
👏🏾
Isn't this aligned with the plot of The Menu
WOW, SO inspired to do this with my team
Will Guidara’s concept of 'Unreasonable Hospitality' is the exact blueprint we use at MTS Yachts Dubai. In the luxury yachting sector, it’s easy to focus only on the vessel, but the real magic happens in the 'unreasonable' details—like using AI to capture a guest's sunset proposal or personalizing the onboard tech to a guest's favorite cinematic vibe. Hospitality isn't a service; it's the feeling of being the main character in your own story. Thank you for articulating the 'why' behind what we do every day in the Dubai Marina.
Be careful of franchises ceo owner who serves u in the shop not franchiseor major suppliers in industry have opinions on u when u have changed even if a donut shop
Can change perception
It sticks in your own backyard
Why did this make me actually cry ? lmfao. providing real experiences for people is so meaningful.
I am extremely impressed that at least one other person than me, think and act in a mater that many people doesn't. As a female limo driver for 20 years, in NY, I can write a book on how many occasions I went above and beyond creating unique memorable moments for my wonderful clients. Including this: One night, in October, I drove Patti Labelle. Two monts later, on the first day of the new year, I went to leave a dozen bottles of Romanian wine with her Dorman. He informed me that Miss Patti is behind me. I turned around. We both run and huged each other lime we were long time friends. I can never forget how I felt, and I hope she felt the same.
Having grown up in Manhattan and eaten a lot of New York hot dogs, I can appreciate this: Sabrett's hot dogs, Nathan's hotdogs, Hebrew National.
Thank, YOU.
I swear the bear stole this story
I'm doing it. I'm becoming a hospitality consultant. 20+ years in the business, of serving, caring, repairing, preparing. computers. Restaurants. Lawn care. Bellsouth DSL, world wide tech, Comcast, Apple, electronics sales, he's right, you're in the business of serving other people. It's all the same. Making people feel like they belong, are seen, are HEARD. I once asked someone at Comcast "what do you want your wifi name and password to be" they said "I don't know, oh I don't care" so humorously I said "ok, we can make the wifi name I don't know, and the password, I don't care" they burst out of their shell laughing. Told me what they really wanted, and it was a call we'll both remember forever. Sometimes crabby people just need to be heard. The squeaky wheel. I'm taking my years of experience and I'm going to make a difference. One clean menu at a time. One repaired motherboard at a time. One smile at a time. "Shine boldly, so that all may find you, when the night falls" – Izaro
inspiring!
Why does this guy looks like older version of MARK ZUCKERBERG! 😅
I don’t believe a work this guy says. Very inspiring though 😅
"It's not the cost of the gesture what matters, but how it made people feel". This is the whole point of this talk. I think we should all know that already, right? Why are we forgetting about the core center of a gift? how is it that connection is so scarce? that we are so thirsty of it?
All those extras… are you not charging the guests?Hmnnn
This video is awesome. However, hospitality is now drowning in companies than are bottom line driven, they do not care about their people, their managers or anything else just $$$$$. This industry has been destroyed by people that do not care about people and preach how important people are
I found a restaurant where I can order whatever food I want. Its called: "Internet"
Let me translate that:
"We found out that rich people are morons who would pay top dollar for stuff they can experience for far less money and don't care how fake the experience is if it just makes them feel special. "
IF you are a foodie and want to enjoy a N.Y. Hotdog…crazy idea..but why don't you go to a Hot dog stand. You might ruin your dress while eating, be attacked by pigeons, enjoy the skyline or whatever part of N.Y. you see while eating, or actually see one of those legendary hot-dog stands you see in all those movies, or ask someone who sells hot-dogs for a living about his experiences, or meet one of those "pesky non-rich- peasants" eating next to you….and even if I've never been to N.Y. I strongly believe that this might actually be more authentic than eating a hot-dog for the price of a dry-aged-duck in a restaurant most regular hot-dog eaters can't afford.
If I go to my favorite Pizzeria and order Sushi…they don't go and buy it..they kick me out…because THEY are proud of their products and trust me to not be too lazy to go to the place that offers the services or products I want and don't need to play ghost in a bottle for people who have way too much money.
–
But hey…maybe TED talk will also adapt the concept of "Great Hospitallity" So next time I wanna hear my favorite comedian doing a stand-up program or my crush talking about her preferences or maybe just a guy how this guy sucks.
Anyone from wangbal?
Dude , all you did was steal someone hotdog and probably sell it an an overprice value in your fancy restaurant, where’s the creativity in this story? It was someone else’s hotdog, stolen. Sounds like colonial history.
My God! It tooked two years to know this. Thank you very much, TED Team. Thank you very much, Will Guidara. I have your book!
The capital grille is the best
Not only are you helping to create great experiences for your guests/customers, you're also creating great experiences for yourself.
This man carisma is astonishing!
I'm starting to adapt to this mindset and approach to work, not seeing it as work but as a place of service.
👣🌏☯️📑🌌🧏🏻♂️
4:45 being present
fond of it
While the story is not without merit, this man is disconnected from reality. Restaurateurs are not there to make people feel seen. They are there to put calories into bloodstreams in a safe and enjoyable manner. If you believe you are there to make people feel seen, you are sniffing your own farts at a level even higher than your worthless clientele.
Magnífico una charla muy buena y constructiva
The greatest!!