Until Season 3 of “The Bear,” only viewers who understood restaurant hospitality at its highest levels could spot the Will Guidara Effect.
Mr. Guidara was the Paul McCartney to chef Daniel Humm’s John Lennon at Eleven Madison Park, the acclaimed New York City restaurant they once co-owned. During their 13 years together, the staff’s signature was delivering to diners small delights and outrageous surprises based on guest research and bits of overheard conversation. . He once made a quick run to buy a dirty-water dog that Mr. Humm cheffed up with quenelles of sauerkraut and relish and delivered it to a table of food-focused tourists who had mentioned they were leaving town without tasting a New York hot dog.
Mr. Guidara’s book “Unreasonable Hospitality” first made a cameo in the show’s second season. The episode, called “Forks,” traces the evolution of the sweet but troubled Richie Jerimovich (played by Ebon Moss-Bachrach) who had been running the sinking Chicago sandwich shop that is at the center of the show. When it transforms into a fancy restaurant called the Bear, Richie finds his calling as a hospitality professional after he puts on a suit and spends a week learning service at a restaurant with three Michelin stars.
While he’s training, a waiter overhears a family say they are bummed to leave Chicago without trying deep-dish pizza. Richie runs to Pequod’s pizza shop, brings back a pie and the chef, with a cookie cutter and some micro basil, turns it into a modernist dish that Richie delivers to the astonished guests. It’s pure Guidara.
This season, Mr. Guidara was listed as a co-producer and given a story credit on an episode titled “Doors.” Sharp-eyed viewers noticed his “WG” initials when Richie texts someone about a restaurant closing, and he has a significant cameo in the season finale, delivering an impassioned speech about hospitality that begins, “There’s a nobility in this.”
