The Michelin Guide, which awards Michelin Stars, was created by the Michelin tyre company to help sell more tyres. It grew into a global authority on fine dining.
This fact may seem odd. But the history of Michelin Stars is intriguing.
As a fine dining restaurant passionate about delivering Michelin-level experiences, we are excited to share how the guide began. In this narrative, we have included some trivia that will make this article more fascinating.
Origins of the Michelin Guide
Business Challenge for the Michelin Brothers
In the late 1800s, the Michelin brothers, André and Édouard, founded their tyre company in Clermont-Ferrand, a small town about four hours south of Paris. They faced a business challenge. They wanted more people to drive long distances. More driving would wear out tyres faster and boost their tyre sales.
Back then, motoring was new and difficult. France had fewer than 3,000 cars on its roads. The road network was limited. Roads were rough and unpaved. Gasoline stations were rare. Drivers also faced frequent mechanical problems, like flat tyres.
To grow their business, the brothers knew they had to make driving easier and more appealing. But the infrastructure and information needed for safe and easy travel did not exist yet.
How the Michelin Guide Began
By 1900, cars started to become common. The Michelin brothers created a small red booklet called the Michelin Guide. It was a simple travel companion for motorists in France.
The guide included useful things, like maps, instructions on changing a tyre, where to find gas stations, and lists of places to eat and sleep along the way. This guide was free for two decades.
From Free Guide to Paid Michelin Publication
One day, André Michelin saw copies of his guide being used to prop up a workbench at a tyre shop.
The brothers realised that people only respect what they pay for. They revamped the guide by removing advertisements, adding a list of hotels in Paris, and categorising the list of restaurants. Most of this information came from the company’s travelling (tyre) salesmen. They spent much of their time on the roads, making them reliable and knowledgeable.
In 1920, the Michelin brothers launched a new Michelin Guide for seven francs, roughly US$1.50 at the time. This shift made the guide more professional and reliable.
The Michelin Guide’s Impact on French Travel
The Michelin Guide quickly became more than just a travel booklet. People began taking longer trips in France. They started visiting places they might never have thought to see before.
To further support travellers, Michelin even opened offices where motorists could get expert advice and detailed road maps for trips across Europe. This service was similar to what the American Automobile Association offered back then.
There is no evidence that the guide increased tyre sales. But it created a new revenue stream for Michelin and helped build the company’s reputation.
| Michelin Moments: The Michelin Guide has retained its iconic red cover for over a century. |
Introduction of the Michelin Star Rating System
Post 1920s, travellers questioned the food quality in the listings mentioned in the Michelin guide. So, the Michelin brothers started hiring undercover diners to visit and evaluate restaurants secretly. These diners are what we now call Michelin inspectors.
In 1926, they introduced a simple star system. They awarded one star to restaurants that served high-quality food and were worthy of their elite customers’ attention.
But one star was not enough for the well-travelled diners. So, in 1936, the guide expanded to a three-star system:
- One star for ‘high-quality cooking worth a stop’
- Two stars for ‘excellent cooking worth a detour’
- Three stars for ‘exceptional cuisine worth a special journey’
Michelin Awards Beyond the Stars
Michelin expanded beyond stars to honour more dining styles.
- The Bib Gourmand (1997) focuses on casual dining experiences. It recognises restaurants that offer excellent food at affordable prices.
- The Green Star (2020) acknowledges restaurants that focus on eco-friendly practices and great food.
- The Michelin Plate (2018) recognises restaurants serving good food but not qualifying for a star or Bib Gourmand.
- The Michelin Key (2024) celebrates hotels that offer exceptional stays. It considers architecture, service, and overall experience.
| Michelin Moments: The Michelin Star rating was invented around the same time as the car. |
Why Michelin Stars Became the Gold Standard in Fine Dining
- Expertise:
Michelin inspectors evaluate restaurants anonymously, strictly and without any bias. This approach helps the guide earn a reputation for high quality. Chefs and diners trust its assessments.
- Market Demand:
Michelin Stars boost the restaurants’ revenue and reputation. Having one Michelin star can increase business by about 20%, two stars by around 40%, and three stars by nearly 100%.
- Prestige of French Culinary Tradition:
France has a long history of fine dining and culinary arts. French cooking influenced chefs worldwide.
The Michelin Guide started in France. This way, Michelin Stars easily got a strong base. When the Michelin Guide expanded beyond France, it set culinary standards worldwide.
- Impact on Restaurants:
Restaurants work tirelessly to improve food and service to keep their stars. If they lose a star, they can lose customers. Once, when a restaurant in Dublin, Ireland, lost its star, profits declined 76%. Such news has made Michelin Stars more prestigious.
- Mystique:
The guide’s secret process added to its exclusivity. It made people even more interested in Michelin Stars.
| Michelin Moments: The Michelin Guide played a unique role during World War II. The U.S. Government requested the reprinting of the 1939 guide because it contained detailed, up-to-date maps of France and its cities. Allied forces relied on these maps during the Normandy invasion. |
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