Michelin. The tyre company's guide.
The Michelin Star is the most prestigious award in the culinary world. It's worth more than any advertising to a restaurant, and it was created by a tyre company to sell rubber.
THE GIST ON MICHELIN: "The Original Platform Play"
How did it start?
In 1900 the Michelin brothers had a problem. There were barely any cars on the road and they wanted to sell as many tyres as possible. So they created a free guide telling people where to drive in France, with the best restaurants, hotels and sights.
What was the logic?
Simple and genius. Show people what's worth driving to and they'll drive there. If they drive there, they wear out their tyres, and they buy new ones from us.
It worked beyond anything they could have imagined. Chefs built entire restaurants around being worth the drive. Culinary cultures shifted and a fine dining industry emerged in France, all because a tyre company wanted to give people a reason to leave the house.
Why is it genius?
It worked so well that everyone forgot why it existed. Chefs, diners and critics aren't thinking about tyres. Amazon made delivery seamless so you'd shop more. Netflix made staying in feel premium so you'd subscribe.
Create the world in which your product is essential, then let the world forget that you made it.
Have you ever driven miles for a meal?
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Quick answers
Why did Michelin create a guide?
To give people reasons to drive, wear out their tyres and buy new ones.
When did it start?
In 1900, according to Huw.
What happened to French dining?
Chefs built restaurants around being worth the drive and a fine dining industry emerged.
See you on the next one.
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