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Michelin Stars: From Rubber to Restaurants
Michelin Stars are the ultimate honor in the restaurant world, but did you know they exist because of a tire company? It all started in the early 1900s when cars were rare, and tires were even rarer. Michelin, a small French tire company, needed people to drive more, so they created something unexpected: a travel guide.
BREEFX ✨
February 08, 2025
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Michelin's free guidebooks were packed with useful info—maps, hotels, and restaurant recommendations—to encourage people to take road trips and, in turn, wear out their tires faster. More driving meant more tire sales, and Michelin saw it as a win-win.
In the 1920s, company co-founder André Michelin saw a copy of the guide being used as a workbench prop. Frustrated, he realized people only respect what they pay for. So, he removed ads, improved the content, and started charging seven francs. The restaurant section became the most popular part of the guide.
Seeing the demand for restaurant recommendations, Michelin took things further in 1926. They hired anonymous inspectors to review restaurants, giving the best ones a single star. By 1931, they expanded the system to three stars:
★ Good cooking, worth a stop.
★★ Excellent, worth a detour.
★★★ Exceptional, worth a special journey.
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Unlike other food critics, Michelin inspectors are completely anonymous. They don’t take bribes, don’t announce visits, and never reveal their identity. This secrecy keeps the awards pure and trustworthy.
In 2024, Michelin expanded beyond restaurants with the Michelin Key system, now recognizing the best hotels worldwide. Just like the stars for restaurants, Michelin Keys are set to become the gold standard for luxury stays.
What started as a way to sell tires has shaped the global restaurant industry for over a century. Michelin Stars remain the highest honor in fine dining, proving that great ideas can come from the most unexpected places.
Next time you hear about a Michelin Star, remember—it all began with tires.
Stay tuned,
BREEFX ✨
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