The Origin of the Michelin Star

When you think of the word “Michelin,” your mind probably goes straight to tires and that iconic, white, blobby mascot. And, of course, when you think of tires, we hope you’re thinking of Mihorens for your next tire rotation and alignment.

However, you probably do not associate a tire company with ultra-luxury fine dining.

Yet, the two are completely connected. You are likely familiar with the prestigious Michelin Star rating given to world-class restaurants, but you might be surprised to learn that the tire manufacturer actually created that very system. It is the exact same company, and the reason they did it is pure marketing genius.

In 1889, French brothers Andre and Edouard Michelin had just founded their tire making company. This was an incredibly bold business gamble because there were fewer than 3,000 automobiles in the entire country of France at the time. To help fuel the automotive industry, the brothers came up with a clever strategy. They believed that a comprehensive travel guide would encourage car owners to drive more often. More driving naturally meant more wear and tear on tires, which ultimately meant more sales for their business.

It took another 26 years for the company to introduce restaurant ratings into the guide, and five years after that to establish the famous one, two, and three-star hierarchy. The breakdown was simple but brilliant. A single star meant the restaurant was worth a stop on your trip. Two stars meant it was worth making a detour. Three stars meant the restaurant was so exceptional it was worth being the sole reason for your trip in the first place.

That is the story of how one of the highest honors in the culinary world originated from a humble tire company.

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