Michelin Guide Success Story How a tire company created the industry's most authoritative culinary guide
You don't have to be a chef or a foodie to be aware of what a Michelin star means in the restaurant industry, the universal symbol of haute cuisine, celebrity chefs, revolutionary technology, of a very expensive meal with meager portions. Some chefs or restaurants that have received a Michelin star might compare the experience to winning an Oscar or Grammy, yet despite the award's pretentious reputation, stars are not only awarded to white-tablecloth restaurants. In 2009, Chan Hon Meng, chef and owner of the Hill Street Tai Hwa Pork Noodle stand in Singapore, became the first street food vendor to receive the coveted award. Then, in 2017, Thai chef Jay Fai was honored for her street food stand, but then wanted to return the award in 2019 when the news attracted a mind-boggling amount of orders that were impossible to handle. Star chef status may be prestigious, but eating at one of these restaurants doesn't always mean everyone stays satisfied. A recent example is that of an American blogger who visited a starred restaurant in Lecco, Italy, only to leave a scathing review online, calling it "the worst Michelin restaurant" ever. Certainly, in the restaurant business as in any creative industry, it's not impossible to please everyone.
How a tire company became a judge of haute cuisine
While not all Michelin restaurant kitchens are the same, many chefs will attest to the fact that working in environments where notoriety is the main goal usually means collaborating with a particular type of brigade, all sharing aspirations and intentions. Cutting-edge techniques along with deep product knowledge and an eye for aesthetics are necessary and appreciated qualities. Often known outside of the culinary industry as a meeting place for VIPs, these kitchens seek to create a standard, raise the bar of expectations and break with tradition. Feelings of competition can arise when techniques and visions are seen as a brand or trade secrets, resulting in a reluctance to share information or recipes.
The future is in the stars (Michelin)
Due to the infinite potential and diversity that food and innovation offer, the concept of a "great restaurant" is constantly evolving and depends primarily on the type of customer being served. Over the years, other culinary or travel guides have emerged with their own peculiar criteria and classifications, which owe their success to some of the shortcomings attributed to the famous guide in the past, including the accusation of giving biased reviews in the past. Nevertheless, getting a star in the Michelin Guide currently remains the most coveted award for many haute cuisine professionals, but just as the criteria that define success in the culinary industry continue to adapt and change, so will the Michelin Guide, always being able to rely on a less fickle sector of the kitchen: tires.
