Unreasonable Hospitality: The Field Guide

By: Will Guidara

Published by Penguin Group, 2026-04-28

From the New York Times bestselling author, former co-owner of the #1 restaurant in the world, and co-producer of the Emmy Award-winning series The Bear comes the much-awaited interactive guide to putting the principles of Unreasonable Hospitality into action in your organization.

With over one million copies sold to date, Will Guidara’s book Unreasonable Hospitality issued a compelling invitation: “No matter what business you’re in, you can make the choice to be in the hospitality industry.” His lessons about service and leadership celebrated the one principle that never goes out of season: the human desire to be taken care of.

If Unreasonable Hospitality is the why, then The Field Guide is the how—a step-by-step roadmap to applying those lessons, including:

• Building and leading your team with consistency, integrity—and yes, hospitality
• Developing a culture of hospitality with five essential components—excellence, communication, collaboration, feedback, and repair—and the systems that will keep those values front and center
• Creating bespoke gestures with the power to transform ordinary transactions into extraordinary experiences—as well as how to create a ready-made toolkit of easily implemented ones that feel bespoke

Featuring deeply personal stories, his own as well as those of readers he’s encountered, the book is packed with practical exercises that are as relevant to the CEO of a Fortune 500 as they are to the ambitious intern at the front desk. Each can be done on your own, with your team, or company-wide at the annual retreat.

Beautifully designed and illustrated in full color, this delightful, participatory guide—meant to be marked up and discussed—will have you feeling like a kid about to crack open a new coloring book. You’ll walk away inspired, with a power pack of specific, immediately actionable ideas to help you elevate the magic in what you do—for yourself, the people you work with, and the people you serve.