Did you know the world’s most prestigious restaurant guide was invented by a tire company just to make you drive more? 🚗🍽️
In this video, we uncover the genius marketing strategy behind the Michelin Guide. What started in 1900 as a free survival manual for French motorists—teaching them how to change tires and where to find gas—evolved into the ultimate authority on fine dining.
We reveal how the Michelin brothers, desperate to sell more tires in an era with few cars, created a star system that was essentially a code for distance. One star meant “stop,” two meant “detour,” and three meant “special journey”—all designed to burn rubber and fuel.
Join us as we explore the “industrial paradox” of how a rubber manufacturer became the king of culinary luxury.
Key topics:
🛞 The Crisis: Why Michelin needed to “manufacture mobility” in 1900.
📕 The 1900 Guide: A mechanic’s manual, not a food bible.
⭐ The Star Code: Decoding the secret travel instructions behind the ratings.
🕵️ The Inspectors: The origins of the anonymous dining police.
#history #michelin #business #marketing #strategy