In 1900, brothers André and Édouard Michelin faced a problem. They made tyres, but there were fewer than 3,000 cars in all of France to use them. To boost business, they had a radical idea: convince people to drive more. They published the first Michelin Guide, a small blue book given away for free at the Paris World’s Fair. While it lacked the culinary reviews it is now famous for, the manual was packed with practical maps and tyre repair instructions. Crucially, it also included listings for hotels and restaurants to help drivers find food and lodging. The goal was simple: more driving meant more worn-out tyres, and that meant more customers.
The History of The Michelin Guide
How the Michelin brothers' free 1900 motoring handbook became a paid restaurant guide, with its star ratings, anonymous inspectors, a 1944 reprint for Allied officers, and its record-setting Tokyo edition.
Chapter 1
The Tyre Salesman's Gambit
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Frequently Asked Questions
Why did a tyre company start a restaurant guide?
In 1900, brothers André and Édouard Michelin published the guide to encourage the few motorists in France to drive further, wear out their tyres, and thus buy more Michelin tyres. It included maps, mechanics, and hotel listings to make long trips seem easier.
What do the Michelin stars actually mean?
The stars, which moved to a three-tier system in 1931, judge only the quality of the cooking. One star means 'high-quality cooking, worth a stop.' Two stars mean 'excellent cooking, worth a detour.' Three stars signify 'exceptional cuisine, worth a special journey.'
How do Michelin inspectors rate restaurants?
Anonymous inspectors use five criteria: the quality of ingredients, the mastery of flavour and cooking techniques, the chef's personality in the cuisine, the harmony of flavours, and consistency between visits. They always pay for their meals to remain independent.
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