Why a tire company hands out the world’s best-known restaurant stars
In 1900 brothers André and Édouard Michelin, who ran a tire company in Clermont-Ferrand, published a small red guide for French motorists. There were only a few thousand cars in France at the time. The guide listed mechanics, gas stations, maps and places to eat and sleep. The goal was simple: more driving meant more tires.
The guide was free until 1920, when Michelin began charging for it.
The stars
In 1926 the guide began awarding a star to good restaurants. In the early 1930s it set up the system still used today: one star for a very good restaurant, two for excellent cooking worth a detour, three for exceptional cuisine worth a special journey.
Inspectors visit anonymously and pay their own bills.
Business effect
Gaining a star can transform a restaurant’s bookings overnight, and losing one can be painful. Some chefs have handed back their stars to escape the pressure.
Paid partnerships
The guide has expanded to cities around the world, and in many places local tourism boards pay Michelin to bring the guide to their area. Michelin says that does not affect inspections. The company also added hotel ratings and bought online booking services.
For a tire company, the guide is a small business but a powerful brand.
