When Gordon Ramsey's London restaurant lost two stars to Micelin, he wept. And rightly so. If a restaurant gets a Michelin star, it means the boss is among the best. When you get two stars, the restaurant is exceptional. And when you get three, it's worth going and visiting.
For the third reason, travel and visits, two Michelin brothers Andre and Edouard founded the Michelin Guide in 1900. French entrepreneurs had founded a tire company 11 years before the guide and decided that a list of the best restaurants and hotels would give them it made drivers travel to them and consume tires faster, thus accelerating the purchase of new tires.
Yes, the Michelin that defines the best restaurants in the world is the same Michelin that produces tires.
?From the image point of view, the guide has greatly helped the tire company. Because of course, tires are not an interesting product, ?says Tony Fouladpour, Michelin's director of public relations for North America. ?Michelin has the image of a premium, high quality brand. And some call it the Michelin Guide as the restaurant bible. "
When the Michelin brothers decided to publish a guide in the early twentieth century, some 2,200 cars circulated in France. At that time, the government had not built a road system and fuel could only be bought at some pharmacies.
The brothers wanted at all costs to turn cars from a luxury used only on Sundays by the elite to a daily mode of transport to travel long distances.
They began distributing guides serving as catalogs of hotels, mechanics and fuel dealers throughout France. They even put up billboards on the road to help travelers.
As the company expanded, so did their guides. They marketed specific guides for each European country, and the books became so popular that the brothers began seeking a commission to include a specific restaurant or hotel in them.
In 1926, the guide began to include luxury restaurants. Five years later, the three-star system was developed.
The Michelin Guide now applied in 24 countries on four continents is known to food critics who Michelin calls inspectors.
The inspectors are anonymous and are not allowed to speak to reporters. All are experienced in the culinary arts and many have previously worked as chefs. Each of them is Michelin trained in France.
Unlike other critics, they do not take notes while eating and visit a restaurant several times before making a decision.
Adapted from Business Insider
