Brand promises, delivered: the philosophy within

“We will be the number one restaurant in the world.”

That’s what restauranteur Will Guidara wrote on a cocktail napkin whilst sitting in a hotel bar after the prestigious World’s 50 Best Restaurants awards ceremony in 2010. That year, Guidara’s Eleven MadisonPark in New York had placed last on the list. There was nothing to smile about and Guidara and chef Daniel Humm needed to do a lot of work to climb the ranks of the world’s most sought-after fine dining experiences.