Like most great ideas, it began with something entirely unexpected.
Even though I spent 18 months in France, I was unfamiliar with the Michelin story until recently.
A friend of mine who works at Apple and hails from Clermont-Ferrand (where Michelin hails from) shared the tale with me, and I love every bit of it.
Clermont-Ferrand is nestled in the Auvergne region of France, not too far from Lyon, and looks like one of those moody, idyllic villages with valleys with the fog hanging low.
So the story begins in the late 1800s, when these two brothers from the modest Michelin family took over their family’s rubber business.
With the bicycle industry booming, they innovated by creating the first removable tire, a significant advancement in bicycle safety and performance.
When automobiles started gaining popularity shortly after, the brothers saw an opportunity to boost their tire sales and promote car travel.
They expanded their focus beyond tires to create tools that would support the growing automobile industry.
This led to a guide that included useful information such as maps, tire repair tips, and listings of hotels and restaurants to help motorists.
As car travel became more popular, the Michelin Guide began to evolve.
It started noting and recommending restaurants, adding value to its maps and travel tips.
In 1926, Michelin introduced a star system to highlight exceptional dining experiences, initially awarding a single star to “very good” restaurants.
Later, they refined it into the three-star system:
One star = Worth a stop.
Two stars = Worth a detour.
Three stars = Worth a special journey.
And voilà, the Michelin Star system was born, turning a simple travel guide into a global benchmark of culinary excellence.
I connect with the Michelin story because it embodies creativity, quality, and storytelling – all of which are the essence of my events and drive everything I do. 💖✨
And yes this is how I like to eat my Michelin fries 😋 🍟
