Michelin stars are the holy grail of fine dining, but did you know that they’re awarded by a tire company? In this video, we explore the fascinating history of Michelin and how they became the authority on the world’s best restaurants.
We start with two French brothers who came up with a scheme to sell tires in 1900. By exciting people about traveling, they could get them to buy more cars, and thus more tires. To do this, they released the first Michelin Guide, a guide with maps of famous routes in France along with lists of restaurants, hotels, mechanics, and gas stations.
Fast forward to 1926, the “Roaring 20s” or the “Golden 20s,” and Michelin reveals the Michelin Star. This rating system would later go on to become the modern 3-star model. Michelin had tapped into a powerful marketing tactic: build a brand reputation. By focusing on their space, “travel,” they became seen as experts, not just in tires but also in fine dining.
In this video, we explore the surprising link between Michelin Tires and Fine Dining, how they became the authority on the world’s best restaurants, and what the Michelin Star means for chefs and foodies around the globe.
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