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A century of change: How did the Michelin Guide go from free to paid?!
Since the Michelin Guide was first released in 1900, along with the changes in history and the evolution of the catering industry, it has gradually transformed from free distribution to a paid model. What kind of business thinking and cultural influence are hidden behind this? In this article, we will delve into the history of the Michelin Guide and the reasons behind its payment model.
The origin of the Michelin Guide
The origins of the Michelin Guide date back to the early 20th century, when cars were still extremely rare in France. In 1900, the Michelin brothers hoped to stimulate demand for cars and, in turn, tire sales by publishing a guide. So they released the first free guide for motorists, which includes maps, tire repair tips and information on hotels and petrol stations across France.
“Michelin was originally founded to promote the sale of cars and tires. In this sense, guiding users to find the right restaurant is only part of it.”
Behind the shift from free to paid
As time went by, the Michelin brothers realized that giving away free items did not bring the respect they deserved. It is said that when Andre Michelin visited a tire dealer, he saw people using guides to support their workbenches. He instantly understood: "People will only truly respect those things they pay for." This triggered the Michelin Guide Charges change.
“People will only truly respect what they pay for.”
So, in 1922, they began charging guide fees for the first time, charging about 7.50 francs per guide. This change not only increases the value of the guide, but also creates higher expectations and trust.
Establishment of star rating system
In 1926, Michelin began rating restaurants with stars, a practice that set the standard at the time. Initially with only one star, ratings of zero, 1, 2 and 3 stars were introduced in 1931.
"Excellent food deserves a special trip."
This star rating system makes the Michelin Guide one of the most influential gastronomic guides in the world. With the development of the guide, more and more international restaurants hope to achieve success and obtain star certification, which makes chefs and restaurants in various countries continue to pursue higher cooking standards.
Electronic transformation and new models
In the 21st century, the Michelin Guide continues to innovate. In 2021, Michelin announced that it would end the traditional printed version, shift to digital publishing, and release its own app. This change not only allows the guides to reach a wider audience, but also demonstrates their flexibility in adapting to market changes.
However, with the advancement of digitalization, some countries still choose to pay fees to ensure continuous evaluation coverage, such as Thailand, Israel and some states in the United States. These places even pay considerable amounts behind the evaluation. This shows that the value of ratings is still taken very seriously, and restaurants are vying to win this honor.
Conclusion: The evolution of culture and business
The evolution of the Michelin Guide is not only a change in business models, but also a reflection of catering culture in different periods. Behind the change from free to paid, it shows people's desire and demand for high quality and professional evaluation. With the increasing popularity of digitalization, how will the Michelin Guide continue to reach new milestones in the future, and what impact will this have on global catering culture?
