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How a Tyre Company Became the World’s Most Feared Food Critic
Michelin branded themselves as culinary experts to make money
When you think of the world’s most prestigious culinary award, you might picture white tablecloths, multi-course tasting menus, and folk in white aprons whispering “yes, Chef” in hushed reverence. What you probably don’t imagine is… tyres.
But that’s exactly where the Michelin star system began.
Before it became a symbol of culinary excellence, the Michelin Guide was just a clever piece of marketing — an attempt to get people to drive more, so they’d wear out their tyres and buy new ones.
The Birth of a Brilliant Marketing Scheme
In 1900, France had about 3,000 cars total. The brothers behind the Michelin tYre company, André and Édouard Michelin, had a problem: no one was driving far enough to need to replace their tyres.
In a moment of genuis, they created the Michelin Guide, a compact red booklet filled with useful information for motorists:
- How to change a tyre
- Where to refuel
- Maps and driving routes
- Hotels and restaurants
