Michelin / 1900 onward
How a tire company became a guide to dinner
1:40 / A short film by Chirag SpeaksWatch on YouTube
You are planning a trip. You need to know where to go, where to stop and where to eat. Michelin put practical answers in a guide for motorists. This film follows the relationship between that little book, a tire business and the restaurant authority it eventually became.
The question to take with you
What could you help someone with before they are ready to buy your product?
A closer look at the history
A guide for motorists, then a restaurant rating system.
Michelin says the guide began in 1900 to encourage motorists to travel. Restaurant stars followed in 1926, and the hierarchy expanded later.
The history of the guide supports a useful question about earning trust before a purchase. Individual chefs' lives and deaths deserve their own careful reporting and are not evidence of a single cause.
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