Before influencers or foodie blogs, there were stars. Little red ones. Michelin Stars. The Michelin Guide has turned dining into an international sport, blending taste, tourism, and the definition of “world-class.” But more than a century later, it’s fair to ask: should we terminate the convertibility of this gold standard?
The Michelin brothers, André and Édouard, founded the TIRE company in 1889 in France. That’s right – tires, not food. As car ownership grew, they needed drivers to travel and wear out their tires faster. A brilliant idea was born: the first Michelin Guide, a free 400-page booklet listing mechanics, petrol stations, maps, and restaurants. By 1931, the now-famous three-tier system was born. One star? “Worth a stop.” Two stars? “A detour.” The coveted three stars? “A very special journey.” 100 years later, some Michelin names have reached near-mythic status. Paul Bocuse’s L’Auberge du Pont de Collonges, near Lyon, held three stars for 55 consecutive years, the longest streak in Michelin history. (UK) London’s Restaurant Gordon Ramsay has retained its three stars since 2001. Longevity is the name of the game.
Not to worry – the tire business is still running strong. Today, the Michelin Guide is a tiny slice of Michelin’s €28 billion tire business. However, its cultural weight far outweighs the financial return. The Guide strengthens the Michelin name, linking it to excellence and reliability – to Michelin’s tires. A masterclass in brand diversification.
As the arbiter of elegance, Michelin means profit for entire cities. In Italy alone, “starred” restaurants generate an estimated €438 million in indirect tourism spending annually, according to Italian tourism group JFC. Moreover, as noted by Food & Wine magazine, a single Michelin star can increase restaurant revenue by 20% to 100%, and some see bookings spike for years! But perfection comes at a price: maintaining that standard often requires extra staff, premium (difficult-to-supply) ingredients, and service precision that eats into margins. Several chefs, like
Sébastien Bras in France, have famously returned their stars, choosing freedom over pressure. Critics have also pointed to bias. The Guide has long favored French and Japanese fine dining, a reputation it’s been working to shed by expanding to 60 global destinations and recognizing everything from ramen shops to taco stands. Still, the Eurocentric shadow lingers.
So why is Michelin the authority…why trust them over your cafeteria lunch lady or your grandma’s pumpkin pie? The secret lies in its inspectors. Like the food critics in Ratatouille, they’re anonymous, trained for years, and pay their own bills. Each restaurant is judged on five consistent criteria: ingredient quality, mastery of flavor and technique, the chef’s personality on the plate, value for money, and consistency. Stars can be gained or lost every year. Win or lose, revolution is certain.
Yet in 2025, taste is shaped more and more by food bloggers, TikTok feeds, and Yelp (who wants to hear from a tire inspector anymore?). It's fair to ask: is a Michelin star still worth it? Today, diners crave storytelling. A two-star tasting menu may impress fewer people than a food stall with 10 million views. Yet Michelin’s newest stars prove that its true currency is innovation. In 2016, Singapore’s Hawker Chan became the first street food stall to earn a Michelin star for its soy sauce chicken rice – costing under $5. Soon after came Jay Fai, the 70-year-old Bangkok wok master in ski goggles, and Tsuta, a nine-seat ramen shop in Tokyo. Michelin recognized that excellence doesn’t need white linen.
Behind this gold standard is a fundamental business strategy: the oldest trick in the book, taught by every economics professor – scarcity. In 2023 alone, over 16,000 restaurants were evaluated, but fewer than 4% received any recognition (star, Bib Gourmand, or otherwise). Fewer than 0.1% of restaurants on earth have Michelin stars. When everyone can copy the recipe, the real value is in what can’t be copied. By keeping its stars rare, Michelin’s business strategy is long-term loyalty, enticing diners to travel, spend, and return for the promise of exclusivity.
As modern information diversifies, the Michelin Star remains the epitome of consistency in craftsmanship and ingenuity in ideas. A universal language of excellence: one that chefs, diners, and entire cities aspire to speak—truly, the world’s gold standard. More than a century later, star-studded Michelin reminds us that the long way’s never a waste when it ends in a mouthwatering meal.