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Summary
The Author of Unreasonable Hospitality, Will Guidara, teams up with Systems expert, Preston Lee,
to show you how to turn World-Class Hospitality Into a System You Can Repeat Every Single Day
🚨 OVER 90% SOLD OUT 🚨
2-Day
In-Person event
June 2 & 3 Irvine, cA
During This 2-Day In-Person Intensive, You’re Going To Rewire Your Hospitality Systems
Training built for the 2026 workforce, clear, simple, repeatable, and designed to actually stick.
You’ll learn how to:
- The new training method thats taking the industry by storm
- Proven way to train Gen Z to buy-in
- Create clarity-driven guides your team actually uses
- Turn training into a performance tool
When your training improves, everything improves.
The systems that actually work and actually stick.
You’ll learn how to:
- Build simple, repeatable systems that run even when you’re off-site
- Standardize every shift so your guest experience is consistent
- Track and measure performance without micromanaging
- Eliminate chaos with clarity, structure, and follow-through
The most successful restaurants aren’t the most talented, they’re the most systematic.
Because restaurant problems are usually people problems and people problems are leadership problems.
You’ll learn how to:
- Develop managers into true leaders
- Build accountability without conflict or burnout
- Create a culture of ownership and high standards
- Coach your team in a way they actually respond to
Stronger leaders create stronger retention, stronger performance, and a stronger guest experience.
Where Will and Preston's worlds merge: The art of hospitality meets the science of operations.
You’ll learn how to:
- Design guest experience that creates repeat customers
- Build moments that become stories
- Deliver excellence shift after shift, person after person
- Turn your team into the engine of unforgettable service
This is how you increase reviews, retention, and revenue consistently.
When you buy your ticket today,
you also get these bonuses (100% free)
Bonus #1: 12 Months of Access to The Thirty Percent Community
(Normal Price: $3,500)
This is the same private community that restaurant owners currently pay $3,500/year you're getting a full 12-month membership included free with your ticket.
That means this single bonus alone is worth more than 3x the price of your event ticket. You’ll receive a full year inside Preston’s private ecosystem, including:
- Weekly live trainings
- Video course library
- Direct chat access to Preston + his executive team
Bonus #2: Live Q&A with Will Guidara (Priceless)
A rare chance to ask Will questions directly and get insight on hospitality, leadership, and creating unforgettable guest experiences.
Bonus #3: Advance Copy of The Unreasonable Hospitality Workbook ($39.00)
Designed to help you translate the philosophy of Unreasonable Hospitality into practical, team-ready actions you can start implementing immediately.
Bonus #4: The Thirty Percent AI Library (Value $998)
A suite of AI-powered tools built by Preston's team to help you put what you learn into action immediately. Use them to calculate costs, train your team, build checklists, and streamline operations, all customized to your restaurant. Think of it as your implementation co-pilot, available 24/7. Get access instantly.
$4,898 worth of bonuses All yours for just:
$998
Two Days That Change How You Operate
— Morning arrival
🕖 7:00 AM: Registration opens
☕ 7:15 AM: Baristas & morning pastries arrive
🕖 7:45 AM: VIP early access
🕖 8:00 AM: Doors open
— Sessions
🎙 Leadership Development 102: Rewiring Leadership
High-level systems. Built to stick. Proven across 350+ restaurants worldwide. — Preston Lee
🎙 The Accountability Framework Matrix
The most effective training system for the new workforce. — Preston Lee
🎙 Mastering Your Numbers Through Leadership
The proven system to grow your bottom line. — David Scott Peters
🎙 Reaching Full Potential
How to leverage your people to unlock what your restaurant is really capable of. — Tyler Florence
— Afternoon & evening
🍽️ Midday: Lunch prepared by our chefs
🍸 6:00–8:00 PM: Cocktail hour — Meet & Greet with Tyler Florence + Preston Lee & Team
⤷ Optional
🥂 8:30 PM: Private dinner with Preston Lee
⤷ Ticketed
— Morning arrival
☕ 7:15 AM: Baristas & morning pastries arrive
🕖 7:45 AM: VIP early access
🕖 8:00 AM: Doors open
— Sessions
🎙 Leadership Development 201: The Ownership Mindset
How to lead like it's yours, even when it isn't. — John Reed
🎙 Make any brand feel like luxury
— Brett Morris
🎙 Creating the ultimate hospitality experience
— Preston Lee
🎙 Creating the ultimate mindset
— Will Guidara
— Afternoon
🍽️ Midday: Lunch prepared by our chefs
Who This Event is For
This event is for ambitious restaurant owners and leaders who want to sharpen their edge and run a restaurant built for the new era of hospitality.
- Restaurant Owners
- GMs + AGMs
- Directors of Operations
- Multi-Unit Leaders
- Managers ready for a reset
It’s for restaurants that are already performing well and want to level up, and for teams feeling friction and ready for a new operating system.
If you want more consistency, stronger leaders, higher retention, and a guest experience people come back for, this is for you.
What You’ll Walk Away With
A clear, battle-tested operating system you can implement immediately:
- Training frameworks built for the 2026 workforce
- Systems that make excellence consistent and repeatable
- Leadership tools that improve accountability and performance
- A complete guest experience engine that drives repeat customers
- Strategies to increase retention, both staff and guests
- A simpler, clearer, more scalable way to run your restaurant
- A roadmap to transform how your team works every day
- The Upselling Protocol Increase check averages by 5–8% on average
- Preston's Review Multiplier How to generate 5-star reviews in less than 60 days
- Increase Your Bottom Line David Scott Peters' proven method for running your P&L correctly and finding profit you didn't know you had
- The Buy-In Mechanism How to get any staff member fully bought in and operating with an ownership mindset, through Preston's proven frameworks
Scale when the rest of the industry is sliding.
LEARN MORE ABOUT THE EVENT:
Hospitality Has Changed.
Most Restaurants Haven’t.
Even the best restaurants are feeling it.
The systems, training, and leadership models that worked ten years ago don’t work the same today.
Not because you’re doing anything wrong -
…but because the entire environment has changed.
Training isn’t landing like it used to
Gen Z needs clarity, structure, and purpose, not long manuals and “shadow them for a shift.”
Even strong teams perform better when training is simplified, modernized, and designed to stick.
Managers are stretched thin
Even great managers can’t create consistency without a clear framework.
Leadership gaps show up in morale, standards, and accountability.
Consistency is harder to maintain
Your best shifts prove what’s possible.
Your off shifts reveal the gaps.
Those small inconsistencies?
They quietly erode both guest retention and staff buy-in.
Retention has become the new competitive edge
That’s true for both sides of the counter.
Staff retention: Keeping great people is more valuable than finding new ones.
Turnover bleeds momentum, even for high-performing restaurants.
Guest retention: Your repeat guests drive the majority of your revenue.
A predictable, elevated guest experience is what keeps them coming back and leaving five-star reviews.
But most restaurants, even strong ones, are still running outdated operating systems.
Not because they’re falling behind…
…but because the industry changed faster than the systems did.
In this new era, excellence isn’t about working harder.
It’s about upgrading the operating system your restaurant runs on.
This event is for ambitious restaurants who want to sharpen their edge, increase both forms of retention, and create a restaurant that delivers excellence consistently, no matter who’s on the floor.
Not tweaks.
Not hype.
A complete rewiring of how you train, lead, and operate in the modern hospitality landscape.
Will Guidara + Preston Lee
Unreasonable Hospitality Meets The New Aged Modern Restaurant System
Will Guidara
Legendary restaurateur and author of Unreasonable Hospitality.
Will helped lead Eleven Madison Park to earn three Michelin stars and be named the #1 restaurant in the world, not through gimmicks or marketing, but through a radical commitment to hospitality, human connection, and creating moments people never forget.
He brings the mindset that transforms restaurants into destinations by teaching you how to:
- Elevate ordinary service into extraordinary hospitality
- Create emotional connection with guests
- Build signature moments your team can deliver consistently
- Inspire a culture centered on care, generosity, and excellence
Will represents the art of world-class hospitality.
Preston Lee
Restaurant-systems expert and founder of THIRTY PERCENT, with 350+ restaurant transformations worldwide. From mom-and-pop shops to hospitality groups with $250 million portfolios.
He builds the systems that turn great hospitality into:
- Predictable, repeatable guest experiences
- Leaders who elevate team performance
- High-retention high-buy in staff cultures
- Smooth, scalable operations
- Consistency across every team and every shift
Preston represents the science of running a modern, scalable restaurant.
Tyler Florence
Celebrity chef, Food Network star, and serial restaurateur behind some of the most recognized restaurants in America.
With Michelin-recommended concepts and his steakhouse Miller & Lux ranked among the top in the country, Tyler has mastered the business behind the brand. He shows you how to drive real profitability, by turning your team into the engine that fuels it.
John Reed
10 restaurants. 10 years. All profitable. JT shows you how to build leaders who think like owners, so your business runs at a high level without you being there 24/7. This is how you scale, stay in control, and still have a life.
Brett Morris
Brett runs one of the most exclusive private clubs in the country, with a $500,000 initiation fee and over 500 employees delivering luxury 24/7. For 25 years, he’s mastered how to systemize perfection at scale. He’ll show you how to build a team and operation that delivers world-class hospitality every single time.
Jeni Castro
Learn how to market your business by following the blueprint of Jeni Castro, the serial entrepreneur who scaled Coffee Dose from a tiny salon corner into a culturally disruptive hospitality empire through bold, unfiltered branding. By "saying what everyone else is thinking". Jeni demonstrates how to turn a simple product into a category-defining cult favorite. Her evolution to a multi-location lifestyle brand proves that the most effective marketing strategy is staying undeniably authentic.
David Scott Peters
Most restaurants don’t lose money, they lose control of it. On average, operators waste 12% of their profit every year, with some losing up to 35% from poor systems. David shows you how to lock in your numbers with simple, no-BS systems that make profit predictable.
Here's What Industry Leaders Have to Say About Preston Lee & The 30% Rule
Tyler Florence
Chef Eric
Eric LeVine
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