Michelin is a French tire company that created the world’s most prestigious restaurant rating system. Its iconic Michelin Guide began as a clever business strategy — not to celebrate fine dining, but to encourage people to drive more and, in turn, wear out their tires. When the first edition of the Michelin Guide was published in 1900, it was a practical travel companion, filled with information on where to refuel, repair a car, and find places to eat and sleep.
According to a 2024 CNN report, the guide was a visionary form of indirect marketing, aimed at making driving more convenient and appealing. As cars became more affordable and road travel more accessible, the demand for the Michelin Guide grew. The evolution of Michelin For years, the Michelin Guide was free.
But in 1920, founder André Michelin decided to start charging for it after noticing that people were using copies for trivial purposes — like propping up workbenches. He firmly believed that “man only truly respects what he pays for.” That same year, the guide began listing Parisian hotels and restaurants, marking the first step in its transformation into a definitive food and hospitality reference.
A crucial shift happened in the 1920s when Michelin stopped accepting paid advertisements, ensuring that its content remained unbiased. Around the same time, the guide introduced anonymous inspectors — “mystery diners” who evaluated restaurants discreetly to maintain objectivity. By 1926, Michelin st.
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