Michelin tyres are a world-famous brand. But what’s less well-known is that the tyre manufacturer is also the pioneer of one of the most sought-after awards in the hospitality industry. A journey from tyre manufacturer to prize-winning cuisine.
“very good cooking that’s worth stopping for”
“excellent cooking that’s worth a diversion”
“exceptional cooking that’s worth a special journey”
The suitcases are packed and the car is stuffed to the gills. It’s time to set off – often with the idea that the destination is actually the journey itself. And with this in mind, who hasn’t made a little detour, added an interim stop, or taken a different turning, just to visit a restaurant that’s been warmly recommended by a friend? This concept set out by the Michelin brothers when they developed the Michelin Guide is one we follow quite intuitively.
First, let’s take a trip into the past. To France, in the year 1900. Brothers André and Édouard Michelin are running a company in Clermont-Ferrand in Central France that manufactures tyres. Business is sluggish. To boost their tyre sales, they come up with the Michelin Guide, a practical guidebook and route planner for drivers that includes petrol stations, garages and maps, and lists places to eat or stay overnight. The idea was that people who drive a lot would put more wear on their tyres and soon need new ones. The first edition of the Michelin Guide – intended for the 3,000 drivers in France at that time – was handed out as a promotional gift at the Paris Exposition in April 1900.
Over the years, the guide grew in popularity and significance. The Michelin brothers listed the recommended restaurants under certain categories and this was when the first inspectors appeared. A team of mystery diners permanently employed by the Michelin brothers visited restaurants anonymously and made their assessments. The first star was awarded in 1926; at that time one star was the maximum. Between 1931 and 1933, the assessment system was expanded to up to three star
After its success in France, the Michelin Guide expanded to other countries, and the star became a worldwide symbol of culinary excellence.
Over the years, the Michelin Guide has adapted to modern culinary trends. The categories have widened to acknowledge various gastronomic experiences, from street food to innovative concepts. Nevertheless, the Michelin star remains a sought-after symbol of culinary artistry and is awarded for exceptional cooking.
The history of the Michelin star leads from the country lanes of France to the metropolises of the world. From a marketing gimmick to a prestigious award, the Michelin star has shaped the world of the hospitality industry and remains a fascinating chapter in the history of culinary excellence.
The Michelin star is more than just a prize for top-class cooking: it’s a window onto the changing landscape of the hospitality industry that’s continually revitalised by passion and innovation.
