Michelin is a company known around the world for its tyres, but it has also become the most trusted authority in restaurant ratings. This is because Michelin has been rating restaurants since 1926, and has developed a rigorous system that is respected by both chefs and diners alike. Michelin stars are a coveted award, with restaurants competing to receive as many as possible. In this blog post, we will explore how Michelin became the most trusted authority in restaurant ratings.
Source: Statista
Context
Michelin's history with restaurants
In 1889, 2 brothers in France started Michelin as a bicycle tyre maker. As automobiles began to grow more popular in the early 1900s, Michelin expanded into the tyre business.
In 1900, there were only 3000 automobiles in France, since it was a new invention. To boost automobile demand and subsequently tyre sales, Michelin desired cars to be recognized as a viable means of everyday transportation. This goal dovetailed with Michelin's strategy of developing a comprehensive network of Michelin-branded services and products to support motorists.
Included in this campaign was the Michelin Guide, which was originally created as a directory of restaurants and hotels for French drivers. The first Michelin Guide was published in 1900, with information on maps, mechanics, hotels, petrol stations, and restaurants in France. The guide became a success, with the first edition selling 35,000 copies. Customers now had more confidence in purchasing cars and traveling with them. Soon after, Michelin began releasing guides for different nations.
In 1926, Michelin began ranking fine dining restaurants with stars. The Michelin star rating system is designed to award restaurants that serve high-quality dishes. Michelin stars are given out on a scale from one to three, with three being the highest rating a restaurant can receive. A Michelin star can be taken away from a restaurant at any time, and Michelin does not accept advertising or payments from restaurants in exchange for stars.
Michelin's ratings are trusted because they are objective and consistent. Michelin uses anonymous inspectors who visit restaurants multiple times before rendering a verdict. These inspectors are not only experienced chefs, but they also have Michelin's comprehensive rating system to guide them. This system takes into account factors such as the quality of ingredients, the cooking techniques used, and the overall dining experience.
The benefits of having a Michelin star
Michelin stars are coveted by restaurants because they are seen as a symbol of excellence. A Michelin star can lead to increased business, as diners are willing to travel long distances and pay high prices for food that has been Michelin-rated. Michelin stars also confer prestige on a restaurant, which can attract new customers and talented chefs.
Despite the fact that Michelin's tyre business is extremely profitable, the rating system has primarily been a brand-building device for it. The Michelin Guide is seen as a valuable service for drivers, and this positive reputation has been transferred to the Michelin star rating system.
Concluding thoughts
Michelin is a company known around the world for its tyres, but it has also become the most trusted authority in restaurant ratings. This is because Michelin has been rating restaurants since 1926, and has developed a rigorous system that is respected by both chefs and diners alike. Michelin stars are a coveted award, with restaurants competing to receive as many as possible. Michelin's reputation for excellence has been built over many years, and it shows no signs of slowing down.
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