McKibbon Hospitality’s Post

Unreasonable Hospitality by Will Guidara was the perfect book companion for my recent off grid Unyoked weekend. Have you read it? Credit goes to Jade Cameron for recommending this book when she spoke at RetailFest. I knew I had to read it - I love anything hospitality related and Jade and the team at LSKD are exemplary in the Australian business world for next level community engagement (something they've been doing long before this book was written). And when I met the waterdrop® team in 2022 their approach to community and culture was also what immediately attracted me to the brand. There are so many incredible anecdotes in this book that are just so well articulated - plus the success of these restaurants will have you itching to go to New York to visit. My key callouts are concepts that pertains to all businesses: + "The Rule of 95/5 ~ manage 95% of your business down the penny; spend the last 5 per cent "foolishly" - find something that allows you to do something "unreasonable" to create something incredible + "Be intentional with every act of service" - intentionality is the game changer that makes you stand out against every other + Great service and experience does not just extend to your customer but to your team. Your entire culture needs to deliver on the values you espouse and this is how the ecosystem of your company goes to the next level.   + It's not about money or big grand gestures, "luxury means just giving more: hospitality means being more thoughtful".   It's about being able to surprise or create thoughtful moments, about creating a community that you want to be a part of and be valued in. It's about how you make them feel. What should be next on my Reading List? What book has inspired you of late? I'm ready for new recommendations.

What does hospitality really mean? When I ask this question I’ve received answers like: it means somebody there who can engage or welcome a guest, and answer questions when they are confused or frustrated, It means provisioning them with necessities. I guess these might meet the base meaning of hospitality, but it falls short of how I would define hospitality. I believe hospitality is about understanding what others need to feel genuinely welcomed, appreciated for who they are, to be comfortable, and be genuinely cared for. It's the art of creating an environment where people feel not just accommodated but valued. Hospitality is about greeting people with open arms, welcoming them into your “home”, treating them as if they belong. Recognizing our house may be our business, our stadium, our community it is important to create common bonds in each. How do you employ hospitality within your own organization? #TimelessPrinciples #CoreValues

Hospitality isn't broken, but the way we approach it definitely is. It's no secret that Sydney's catastrophic rental market, coupled with rising labour and cost of goods has seen operating margins slashed from their heyday. So why are we mostly still opening venues the same way we did 10-15 years ago? Collaborative models like Chinatown Country Club, Famelia or Fabriccia that offer a retail or e-commerce element are starting to shine through. Who doesn't want to go for an afternoon aperitif and walk out with some pasta for dinner, wine for the weekend or even an Isabel Marrant jacket? Whilst we'll mourn seminal places like Cornersmith, we're excited to see the evolution of the food and beverage space as innovative operators find new ways to overcome the big hurdles facing them. Crisis precipitates change; and we're here for it.

How does hospitality fit into the workplace? Oxford Dictionary defines hospitality as “the friendly and generous reception and entertainment of guests.” Hospitality doesn’t always have to involve food, but food is one of the things that brings people together more than anything else. Ever brought donuts or bagels to the office for people to enjoy? It’s also a great way to get people talking. Offices can be a tough place to get beyond the surface with people, but it has to start somewhere. Donuts are a great door opener. #liveoutward Will you?

You can create not just customers but enthusiastic ambassadors, evangelists even, for life with simple, inexpensive gestures. Here's how we've seen this effectively built into systems: Give employees a dollar amount each month to use at their discretion with the only requirement or instruction being: blow someone's mind Systemize and make a habit of taking notes, and not just of next steps or action items, of EVERYTHING. Use Notion or something that allows those to be easily catalogued and turned into actions. For example, a client made a pun on a call and later referenced how much they loved Abba. It got noted in their profile and I created a task that went into their project management action list. Every email subject line I sent after that was an Abba song pun. Do these things for your employees also to establish it as just normal behavior in your culture. Make it a game and anytime you're reviewing numbers also review stories. Build a company canon of stories.

🐾 Almost everyone in the #CX industry has heard stories about Chewy's response when customers cancel shipments because a pet has passed. As Will Guidara points out, customers do not appreciate it any less just because it is a routine behavior for Chewy. 👍🏻 He also points out that it is possible to operationalize creativity and empathy, even on a large scale, in a big company with hundreds or thousands of employees. Two things are required; the first is empowering employees and providing them the resources to do the right thing at the right time. 📊 The second, I think, is firmly in the grasp of every company: identifying the customer behavior patterns and addressing those moments with intention. We are drowning in a sea of data: #VOC, #NPS, #CSAT, social media, customer chat, qualitative and quantitative research, etc. Unfortunately, many times, that data sits in silos or is distilled down to one number. Instead, it should be used to provide a holistic view of customers so that issues can be identified and addressed, consistently exceptional experiences can be delivered, and creative solutions can implemented when it is most impactful for the customer. Your #CustomerExperience should be intentional and thoughtful; your use of data should be, too.

This book was gifted to me to explore how I can implement #unreasonablehospitality into our business culture. It was a great read. Not only did it allow me to reflect on how I currently operate, it gave me focus on how to incorporate this concept into my corporate day to day. This story is yet another example of how it can be done. 

The essence of hospitality lies in the simple act of caring. Whether you're in retail, finance, or hospitality itself, embracing this ethos can elevate service from transactional to transformational.

“People will forget what you said. People will forget what you did. But people will never forget how you made them feel.”- Maya Angelou Consider a time when a company made you feel truly positive. For me, the Four Seasons has left an indelible mark, earning its place as my top choice for accommodations worldwide. Now, reflect on how you can evoke similar feelings with your own brand. Does it mean distinguishing your brand in a crowded market? Or creating a genuine competitive edge? How can you achieve this? In “Unreasonable Hospitality”, co-owner of Eleven Madison Park Will Guidara argues that true hospitality surpasses meeting expectations; it involves exceeding them in ways that are both surprising and profoundly meaningful. He asserts that by fostering a culture of empathy, generosity, and creativity, businesses can establish authentic connections with customers and enhance the overall experience. These hospitality ideas don’t need to be ground breaking but rather answer the question of how to make our clients feel good… One example he uses that sets their team apart is by asking a simple question: How did you arrive at the restaurant? If they say they drove, they would take care of their metered parking so they can sit, relax and enjoy their dinner without any distractions. At Oromo, we specialize in delivering such experiences for our clients. Do you want your brand to stand out and change the conversation? Contact us to find out how.