The very smart French entrepreneur brothers, Ándre and Édouard Michelin built one of the largest tire manufacturers in the world.
In 1889 the two brothers ran a rubber factory in France, that eventually would develop key innovations in tire history.
So what does all this have to do with food and restaurant ratings?
The Michelin brothers started the guide at the turn of the 20th century, there were only about 2,200 cars in France, the government had yet to establish an extensive road system, and gasoline had to be purchased at select pharmacies.The brothers were determined to turn vehicles from a novelty to a viable mode of transportation over long distances.
The French entrepreneurs decided that a rating guide for hotels and restaurants would compel the limited number of drivers to use up their tires and buy more.
As the tire company grew, so did their guide.
The guides listed hotels, mechanics, and gasoline vendors throughout France. They even went as far as to put up homemade road signs to assist travelers.
They launched country-specific editions throughout Europe that became popular enough to compel them to start charging for the booklets in 1920. The guide expanded to the industry that made it famous for fine dining restaurants.
Five years later, the three-star system was introduced. The Michelin Guide is now in 24 countries across four continents.
It’s the intelligent entrepreneurship by the Michelin brothers that impresses more than the guide itself.
If they were going to change the transportation industry and grow their tire company, they needed to find a way to make automobiles more accessible and dependable.
The Bible of All Dining Guides Was Created By a Tire Company!?!
The invention of the guide was just as innovative as their tire technology!
They had to make people buy tires or they would of had to close up shop. I respect their diligence and passion to keep Michelin a viable company and still a major player in the auto industry.
Being a restaurant entrepreneur is more than just creating great food, just like developing good tires wasn’t enough for the Michelin brothers.
To draw people into your restaurant you need a combination of attractions, to win over today’s customers!
What will drive customers to your restaurant and keep them coming?
Perhaps a driver-less car will one day bring customers to your restaurant, that car will still need tires to get it there!
What will you offer your potential target customers so that they will choose your restaurant and not the others?
My 3 Core Component E-Book Series can help you make your restaurant stand out from the competition and show you the necessary steps to take to DRIVE customers to your restaurant and keep them coming.
Michelin is involved in endurance races such as the 24 Hours of Le Mans and the American Le Mans Series.
How will your restaurant endure the highly competitive food industry?