The phrase Michelin Star evokes images of pricey and extravagant eateries and celebrity cooks in people’s minds. However, what is surprising is that Michelin is actually the very name of the tire manufacturer.
Don’t get thrown off by this information; there’s a deep-rooted story behind the firm moving from automobiles to haute cuisine.
The adventure of Michelin originated in the same way as the invention of cars!
The brothers who founded the Michelin company had their own tire manufacturing plant in France at the very end of the XIX century. Their works included the invention of pneumatic tires for bicycles.
However, things started to shift when cars made their way to the market.
Due to the appearance of the car, people began to travel all over the world. That is why they started to require information about gas stations and places to spend the night.
The Michelin brothers discovered an opportunity that had nothing to do with food and beverages.
Originally Made as a Traveling Companion
In the year 1900, Michelin published its first guide.
Instead of reviewing dining spots for foodies, this book was designed for motorists. It contained maps, repair garages, hotels, restaurants, and all kinds of useful places for drivers to stop on their travels.
It seems ordinary to people nowadays, but at the beginning of the 20th century it was very innovative.
There were no travel guides at that time. There were no smartphones, GPS, suggestions for best places to eat, or apps available at your fingertips.
It was a great source for travelers.
What Michelin Was Thinking Of
The best part of the whole project is that Michelin was not publishing travel guides because it was fond of traveling.
They wanted people to use their cars more.
More car miles meant wider tires, which in turn meant more tires being sold.
The company needed to keep driving more cars. It would replace tires more often. Therefore, it was logical that the idea behind the guide emerged even before the term “content marketing” appeared with social networks.
Restaurants Became the Main Attraction
With time, the travelers started to pay less attention to garages and became more interested in finding a new place to eat.
Being aware of the trend, the guide started to shift its focus to restaurants, which made it refine its reviewing system and hire inspectors who provide dining experience evaluation in anonymity.
As a result, restaurants turned out to be the main attraction of the guide.
Having started to focus on restaurant review business earlier, Michelin gained the reputation that was hard to exceed. It has been around for so long that chefs all over the world aspire to receive a Michelin star.
Why Michelin stars are so important
Getting at least one star from the guide can change the fame of any restaurant dramatically.
It allows it to gain world recognition, attract tourists and take its place next to the most popular restaurants in the world.
Only a very few restaurants are able to reach that third level of achievement, making it an extraordinary accomplishment in the restaurant business.
Stars are Not for Life
One fact that many people are not aware of is that Michelin stars are not a lifetime award.
Work of Michelin inspectors does not cease there.
Every year, they pay visits to restaurants to check whether they still meet the necessary criteria.
If a restaurant receives a star, it may lose it or gain additional stars depending on its good service.
This constant evaluation is one of the factors that contribute to Michelin’s reputation.
Restaurants must keep up their high standards and not rely on their past success.
A Century of Authority Still Influences Food Tourism
Currently, with such technological advancements, it has become convenient to look for a restaurant.
People use Google Maps, social networks, other people’s reviews, and food bloggers before making a decision.
Nevertheless, after all the advancements, Michelin remains one of the most credible names in the foodie world.
It does not only rank restaurants well. Its impact is of a greater scope as whole itineraries are built around the Michelin restaurants.
The Tire Company Has Changed the Food Industry Forever
It’s ironic to think that the restaurant guide, said to be one of the best in the world, has its origin not in the kitchen, but in a tire company.
The company created a guide for drivers to sell more tires.
After some time, the simple handbook has turned into the leading global restaurant guide. During over one century, this guide has been influencing where people eat and where chefs want to work.
It seems that sometimes the unlikeliest business ideas make the largest impact—and in case of Michelin, the idea was to promote road trips.
