09 Dec What is the origin of the Michelin Guide?
A manual for cyclists and drivers. This was the first idea when the Michelin Guide was born in the early 1900s, in France. Its founders are André Michelin and his brother Edouard and up today it is the most prestigious and recognized guide for hotels and restaurants in Europe and around the world. Each of these countries has its guide: France, Belgium, Luxembourg, the Netherlands, Germany, Spain, Portugal, Switzerland, United Kingdom, Ireland and Austria. Some cities also have their own: Paris, London, New York, San Francisco, Tokyo, Los Angeles and Las Vegas. Yearly, a committee of experts judge the kitchen of some restaurants giving an evaluation with maximum 3 stars; from 1 to 5 silverwares for comfort and customer service; and 1 to 5 homes in case of hotels. The guide hires many culinary experts who, totally anonymously, visit restaurants or hotels which have previously stood out from the others for their food, their comfort and offered service.
Michelin Company was created around 1890 as a tire factory and other accessories for the vehicle engine. Following this market, and thanks to what today we could define a good strategy of marketing, the guide, also known as the Red Guide for the color of its cover, appears. First, for customers of several auto- repair shops its delivery was free. It includes advertising and advice for drivers such as: how to change a wheel, where to find a gas station, places where to sleep and so on. Years later and observing the increasing number of people who could afford to have a car, Michelin becomes for hire and advertisements are removed.
It is said that this decision was taken by André Michelin when he saw that his guide was used to fix the workbench in a garage and he thought that people only respects what they pay for.
Spanish and Portuguese editions have been already published since 1910, but Michelin opened its Spanish branch only in 1932.
It should be noted that French company chose Spain to celebrate its centenary in 2010, the year in which the Cellar of Can Roca gained its third star. In this sense, it is relevant to remember that stars are awarded to the restaurant and not to the cook. However, in case the chef left the restaurant, the judges of the guide would meet to study in detail how this may affect cooking and if the restaurant is worthy of keeping the star or not.
Here you can have a look at the Michelin Guide 2017.
Communication La Boscana