What comes to mind when I say “Tyre Company”? Chances are, it’s not sophisticated fine dining from the best chefs in the world. Yet, that’s exactly the surprising story behind the Michelin Stars.

Let’s Sell More Tyres

In 1900, France had only about 3,000 cars on the road. Business was looking bleak for brothers Édouard and André Michelin, owners of Michelin Tyres.

They realised that if they could get people to travel more, they’d sell more tyres. So, they launched the Michelin Guide, printing and giving away 35,000 free copies of the first edition.

The little red guidebook included maps, petrol stations, and — most importantly — lists of hotels and restaurants along popular routes. It wasn’t born out of a love for food, but out of a very clever sales strategy.

They made two key observations

1. Man only truly respects what he pays for.
2. The restaurant section was by far the most popular.

So, in 1922, Michelin began charging 7.50 francs for the guide. They also hired a team of anonymous inspectors to visit and review restaurants.

The Birth of the Stars

By the 1930s, Michelin introduced its now-famous star ratings, with clear criteria:

★ A very good restaurant in its category
★★ Excellent cooking, worth a detour
★★★ Exceptional cuisine, worth a special journey

From War Maps to Fine Dining Bible

During WWII, the guide was suspended. But in 1944, the Allied Forces asked Michelin to reprint the 1939 edition not for restaurant tips, but because its maps were so accurate. They used it to navigate France’s roads.

Over time, the Michelin Guide evolved into an authoritative culinary reference. It became completely detached from its tyre-selling origins yet kept the Michelin name, a brand now synonymous with both performance and prestige.

Take it easy until next time.

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