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Hospitality Authority Will Guidara to Keynote MURTEC® 2024

Guidara will share how his key principles of “unreasonable hospitality” can inform fresh approaches to restaurant technology.
Will Guidara headshot  credit Sara Beth Turner
In his keynote address at MURTEC 2024, Will Guidara will blend his hospitality passion with sage business advice, helping each attendee embrace their role in the service experience.
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Hospitality authority and best-selling author Will Guidara will inspire hundreds of restaurant technology professionals to pursue their own path to “unreasonable hospitality” when he keynotes the 2024 Multi-Unit Restaurant Technology Conference (MURTEC). MURTEC, produced by Hospitality Technologygathers restaurant technology executives and solution providers annually for three days of technology education and networking; the upcoming event takes place March 11-13, 2024 in Las Vegas.

Guidara is the author of the national bestseller Unreasonable Hospitality, which chronicles the lessons in service and leadership he has learned over the course of his career in restaurants. He was 26 years old when he took over the helm of Eleven Madison Park, a struggling, two-star brasserie in New York City. Under his leadership, Eleven Madison Park was named the best restaurant in the world (ranked #1 on the list of the World’s 50 Best Restaurants), received four stars from the New York Times and three Michelin stars.

“We are in the business of serving other people, and I believe if all of us make the choice to put hospitality at the center of every decision we make, that’s what separates the good ones from the pack,” states Guidara.

In his keynote, Guidara will blend his hospitality passion with sage business advice, helping each MURTEC attendee embrace their role in the service experience. Guidara will explore themes that blend technology-enabled capabilities with service outcomes, such as:

  • Integrating automation while retaining the human touch 
  • Transforming ordinary restaurant transactions into extraordinary experiences 
  • The necessities of creating a culture of great leadership in your organization
  • Reinvention of traditional loyalty models and customer engagement
  • Team building and employee engagement that fuels a culture of cooperation and excellence

“Behind every slick, technology-enabled transaction is a hospitality moment: a guest, a service experience, a team member. There is no one better in the industry today than Will Guidara to inspire MURTEC attendees with what it means to turn seemingly ordinary transactions into truly extraordinary experiences,” said Abigail A. Lorden, vice president & publisher of Hospitality Technology, the producer of MURTEC.

Now in its 29th year, MURTEC  will take place March 11-13, 2024, at the Paris Las Vegas Hotel & Casino. Hosting 800+ restaurant technology executives and solution providers, MURTEC also hosts Restaurant Technology Network’s Start-Up Alley and the presentation of the Top Women in Restaurant Technology Awards. 

Qualified restaurant technology executives, register here to attend MURTEC at the Early Bird rate.  

About Hospitality Technology
Hospitality Technology (HT) is the only multichannel brand dedicated to covering the role of information technology in improving business performance for both hotel and restaurant operators. The Hospitality Technology editorial portfolio includes an online publication that reaches more than 16,000 hospitality industry executives, networking and educational events (MURTEC, Hotel Technology Forum and MURTEC Executive Summit), a comprehensive website, e-newsletters, web seminars, and several exclusive annual reports and studies. Hospitality Technology is the parent brand of the Restaurant Technology Network (, a membership community of restaurants and suppliers working together to solve industry challenges by shaping standards and sharing best practices. Visit Hospitality Technology online at Hospitality Technology is published by EnsembleIQ, headquartered in Chicago.

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About EnsembleIQ
EnsembleIQ is the premier resource of actionable insights and connections powering business growth throughout the path to purchase. We help retail, technology, consumer goods, healthcare and hospitality professionals make informed decisions and gain a competitive advantage. EnsembleIQ delivers the most trusted business intelligence from leading industry experts, creative marketing solutions and impactful event experiences that connect best-in-class suppliers and service providers with our vibrant business-building communities. To learn more about EnsembleIQ, visit


Will Guidara photo credit: Beth Turner

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