The rise of Michelin as a culinary authority is deeply linked to the evolution of the tire company itself. The brand began rating places for drivers who needed a stop that offered a satisfying bite on the road.
In the early days of motoring, cars were unpredictable and tires were stubbornly attached to wheels, files of repairs piling up. The breakthrough came with the introduction of bead tires, which opened the door to longer journeys and broader exploration for travelers.
André Michelin, the elder of the two brothers, is widely recognized as a founder of indirect marketing who imagined the Michelin guide that still guides readers today.
André’s aim was to nurture an automotive lifestyle. This involved supporting racing events, forging ties with aviation, promoting a national road system, and producing maps alongside the Michelin Guide, first published in 1900. The earliest guides offered motorists practical details: the locations of repair shops, fuel stations, and, with growing enthusiasm, restaurants. Yet gastronomy resonated most strongly, as the pleasure of savoring certain dishes inspired motorists to travel farther.
Affluent Parisians began venturing into the countryside, visiting restaurants in even the most distant towns when the promise of delicious food beckoned in the Michelin Guide. In this way, the reference book and its legendary star ratings became intertwined with automotive history itself.