From World's #1 Restaurant to Small Business Success: Will Guidara's Leadership Lessons Every Coffeepreneur Must Know
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How the former owner of Eleven Madison Park revolutionized hospitality and what small business owners can learn from his Nashville summit
By Brandon Ivan Peña
When I discovered that Will Guidara, the mastermind behind the world's #1 restaurant, hosted an intimate summit in Nashville this past May, I knew every entrepreneur needed to understand his approach to business transformation. As someone who's built 787 Coffee from a single location to 28 shops across three states, I've witnessed firsthand how the principles Guidara teaches can revolutionize small businesses.
The Numbers Don't Lie: Why Hospitality-First Businesses Win
Let's start with the data that should get every business owner's attention:
96% of customers believe customer experience is crucial for brand loyalty
Businesses with superior customer experience generate 60-70% higher profit margins
Companies focusing on customer retention see 5-25% increases in profitability
Poor customer service costs businesses $83 billion annually
These aren't just statistics—they're the foundation of sustainable business growth that Guidara proved at Eleven Madison Park.
The Customer Experience Advantage
Data-driven reasons why hospitality-first businesses win
The Will Guidara Effect
These aren't just statistics—they're the foundation of the systematic approach that took Eleven Madison Park from struggling restaurant to #1 in the world.
Will Guidara: The Man Who Redefined Success
Born in 1979 in Sleepy Hollow, New York, Will Guidara graduated from Cornell University's School of Hotel Administration in 2001. But his journey to becoming one of the world's most respected hospitality leaders wasn't conventional.
After working for the Union Square Hospitality Group, Will Guidara and Daniel Humm purchased Eleven Madison Park in 2011, with Guidara as the General Manager at age 26. What happened next changed the restaurant industry forever.
The Transformation: From Struggling to #1
Under their leadership, the restaurant received four stars from the New York Times, three Michelin stars, and rose to the top of the World's 50 Best Restaurants list in 2017. Eleven Madison Park also earned seven prestigious James Beard awards, including Outstanding Service and Outstanding Restaurant in America.
But here's what makes Guidara's story relevant to every small business owner: he didn't achieve this through traditional means.
The Nashville Summit: What Small Business Owners Learned
In May 2025, Will Guidara hosted an intimate two-day workshop at The Four Seasons in Nashville, limited to just 300 attendees. The summit focused on teaching participants "how to build a great team, and how to get the very best out of the one you've got" and outlining "the steps needed to build a robust, lasting culture of hospitality".
The key takeaways from this exclusive event were transformational:
1. System-ize Your Magic
Will made the work of his "dream weavers" scalable by systemizing unreasonable hospitality. He taught attendees that exceptional service isn't accidental—it's designed and replicated.
2. The Power of Presence
The famous hot dog story from Eleven Madison Park happened because Guidara was present and listening. As he explained, "The only reason that happened was because I was present and cared more about them than anything else".
3. Employee Empowerment Creates Growth
Will's team learned each employee's passions and empowered them through "ownership programs." Those passionate about coffee, beer, tea or cocktails were given freedom and budget to create the finest programs in the country.
The 787 Coffee Case Study: Applying Guidara's Principles
At 787 Coffee, we've unconsciously applied many of Guidara's principles, and the results speak for themselves:
Growth: 787 Coffee has grown from a single location in 2019 to 28 coffee shops spanning Puerto Rico, New York, Texas and this weekend New Jersey (yay!)
Technology Integration: Working on our new mobile ordering system has helped reduce customer wait times by 25% and increase repeat customer visits by 15%
Community Focus: Our commitment to community engagement has led to a 20% increase in foot traffic
Sustainability: Our dedication to sustainable practices resulted in a 40% growth in sales of eco-friendly products
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How We Applied "Unreasonable Hospitality"
No Time Limits: Our coffee shops allow caffeinated customers to stay and create without limitations, no time limits
Farm-to-Cup Transparency: We control our entire process from our Puerto Rican farm to your cup and we get involved with other farmers when buying coffee from other farms or countries.
Community Spaces: Each location serves as a hub for creatives and students, not just a coffee transaction
787 Coffee: From Dream to 25 Locations
Applying Will Guidara's hospitality principles to coffee entrepreneurship
Puerto Rico
3 States
The Hospitality-First Difference
"By creating spaces where people can stay and create without limitations, supporting our farm-to-cup journey, and building genuine community connections, we've proven that small businesses can scale while maintaining their soul."
Lessons from Industry Giants: The Hospitality Advantage
Companies like Starbucks, Southwest Airlines, and Apple didn't become industry leaders by accident—they applied hospitality-first principles:
Starbucks: The Third Place
Starbucks revolutionized coffee by creating a "third place" between home and work, focusing on experience over product.
Southwest Airlines: Culture as Competitive Advantage
Southwest's hospitality-focused culture has made them profitable for 47 consecutive years while competitors struggle.
Apple: Experience-Driven Retail
Apple Stores generate more revenue per square foot than luxury retailers because they prioritize customer experience over sales.
The Science Behind Guidara's Approach
Research shows that businesses focusing on touchpoint optimization see significant improvements. At Eleven Madison Park, Guidara's team identified 120 customer touchpoints in just three hours. This systematic approach to customer experience creates:
Increased Customer Lifetime Value: Businesses have a 60-70 percent chance of selling to an existing customer, but only a 5-20 percent chance of selling to a new prospect
Reduced Acquisition Costs: Happy customers generate referrals, reducing expensive marketing spend
Improved Employee Satisfaction: Hiring the right personalities and training for hospitality creates better employee experiences
Actionable Strategies for Your Business
Based on Guidara's teachings and our experience at 787 Coffee, here are five strategies you can implement immediately:
1. Map Your Customer Touchpoints
List every interaction customers have with your business. Guidara found 120 at his restaurant—how many do you have?
2. Empower Your Team
Give motivated employees freedom and budget to create excellence in their areas of passion. This creates ownership and innovation.
3. Listen with Intention
When employees approach you with ideas, even if you've heard them before, listen carefully and engage. The person should leave both encouraged and educated.
4. Create Unreasonable Moments
As Guidara says, "The value of a gift isn't about what went into giving it, but how the person receiving it feels". Find ways to surprise customers beyond their expectations.
5. Measure What Matters
Track customer retention, employee satisfaction, and experience metrics—not just revenue and profit.
Will Guidara's Daily Leadership Playbook
3 proven strategies you can implement in your business today
Today's Action:
Spend 30 minutes listing every single way customers interact with your business—from first Google search to final goodbye. Challenge yourself to find 20+ touchpoints.
Today's Action:
Listen for one customer comment about something they need or want outside your normal service. Find a creative way to surprise them with it—no matter how small.
Today's Action:
Identify one team member's passion project or skill. Give them authority and a small budget ($50-500) to improve that area of your business their way.
The ROI of Hospitality: Real Numbers
The financial impact of implementing Guidara's approach is substantial:
Companies focusing on customer experience can reduce customer attrition by 10-15%, raise offer win rates by 20-40%, and reduce customer service costs by up to 50%
49% of shoppers make impulse purchases after a personalized experience
Hotels increasing customer retention by just a few percentage points can significantly impact bottom line
Beyond the Restaurant: Universal Principles
Guidara believes that "no matter what industry you are in—you are in the hospitality business". Whether you run a coffee shop, tech startup, or consulting firm, these principles apply:
Make People Feel Seen: Every interaction should make customers feel valued
Build Culture Intentionally: Culture isn't a component of strategy—it IS the strategy
Invest in Your People: Happy employees create happy customers
The Unreasonable Hospitality Book: Your Next Step
Guidara's national bestseller "Unreasonable Hospitality" chronicles the lessons in service and leadership he learned throughout his career. This book isn't just for restaurant owners—it's a blueprint for any business leader serious about growth.
The book teaches you to:
Transform ordinary interactions into memorable experiences
Build systems that scale personal touch
Create competitive advantages that can't be replicated
Develop leadership skills that inspire teams
Ready to Transform Your Business?
The principles Will Guidara taught at his Nashville summit aren't just theories—they're proven strategies that create sustainable competitive advantages. At 787 Coffee, implementing these hospitality-first approaches has driven our expansion from one location to 25 shops while maintaining our community focus.
But reading about these concepts isn't enough. True transformation requires immersion, practice, and personalized guidance.
Take Action Today: Join The Business Lab
If you're serious about applying these world-class hospitality principles to your business, I invite you to The Business Lab—a one-day immersive experience designed specifically for ambitious entrepreneurs and small business owners.
What You'll Experience:
Intensive Deep-Dive: Full day of knowledge-packed sessions with zero fluff
Personalized Strategy: Custom action plans for your specific business challenges
Hands-On Projects: Leave with immediately implementable systems and processes
Expert Guidance: Learn from someone who's scaled from 1 to 25 locations using these exact principles
Peer Network: Connect with like-minded business owners facing similar growth challenges
The Business Lab Delivers:
✅ Hospitality Systems: Create scalable "unreasonable" experiences for your customers
✅ Team Empowerment Frameworks: Build ownership programs that unleash employee potential
✅ Growth Acceleration: Proven strategies used by companies generating millions in revenue
✅ Customer Retention Mastery: Turn one-time buyers into lifetime advocates
✅ Operational Excellence: Streamline processes while maintaining personal touch
This isn't a typical conference with endless PowerPoints. The Business Lab is a working session where you'll leave with:
A complete customer experience audit of your business
Customized hospitality systems ready for implementation
Team development strategies specific to your industry
90-day action plan with measurable milestones
Direct access to proven frameworks from successful entrepreneurs
Limited Spots Available
Just like Will Guidara's Nashville summit was limited to 300 participants, The Business Lab maintains an intimate environment with only 25 participants per session to ensure personalized attention and meaningful connections.
Investment: $497 (Less than what most businesses spend on ineffective marketing campaigns)
Location: [Location details provided upon registration]
Duration: 8 hours of intensive, actionable content
Includes: All materials, lunch, networking reception, and 30-day follow-up support
Reserve Your Spot Now
The next cohort fills quickly because business owners who invest in themselves are the ones who create extraordinary results.
[SECURE YOUR BUSINESS LAB SPOT TODAY →]
Don't wait until your competition discovers these advantages. The time to transform your business is now.
Remember: Will Guidara took Eleven Madison Park from struggling to #1 in the world. 787 Coffee grew from 1 to 25 locations. Your business transformation starts with one decision—to invest in proven strategies that create lasting competitive advantages.
Questions? Email brandon@soybrandon.com or call [phone number]
Brandon Ivan Peña is the founder and CEO of 787 Coffee, recognized as a CO-100 Top Honoree in Growth Accelerators category. He's scaled his business from a single location to 25 coffee shops across three states using hospitality-first principles. Brandon holds an MBA from University of Miami and has been featured in Forbes, Fast Company, and Inc. Magazine.
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