Will Guidara: How Cognac solved a major problem at the world’s #1 restaurant

Most restaurants have a major problem. Paying the bill. Give the bill too early, and the customer feels rushed. Too late, and they feel ignored. To solve this problem (and many more), Will Guidara turned to behavioural science. And his solution helped his restaurant become the world’s best. --- Listen to the bonus episode: ⁠ Will’s book Unreasonable Hospitality: ⁠ Will’s new book The Field Guide: ⁠ Will’s newsletter, Pre-Meal: ⁠ Unlock the Nudge Vaults: ⁠ Join 10,728 readers of my newsletter: ⁠ ⁠ Connect on LinkedIn: ⁠ --- Today’s sources: Kahneman, D., Fredrickson, B. L., Schreiber, C. A., & Redelmeier, D. A. (1993). When more pain is preferred to less: Adding a better end. Psychological Science, 4(6), 401–405. Shotton, R. (2023). The illusion of choice: 16½ psychological biases that influence what we buy. Harriman House. Strohmetz, D. B., Rind, B., Fisher, R., & Lynn, M. (2002). Sweetening the till: The use of candy to increase restaurant tipping. Journal of Applied Social Psychology, 32(2), 300–309.

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Will Guidara: How Cognac solved a major problem at the world’s #1 restaurant is an episode from Nudge - Marketing Science Podcast by Phill Agnew.

This episode is 28:46 long.

This episode was published on Mar 30, 2026.

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