Michelin is the world's second-largest tire manufacturer.

If that isn't impressive enough, consider this: they make tires for the world's fastest automobile, the Bugatti Veyron (a set of Michelin tires for the Bugatti Veyron costs $42,000), the world's largest dump truck caterpillar, and, wait for it, the Space Shuttle.

They also make tires for regular people like us, by the way.

Impressed? You ought to be... There are, however, many more surprises in store.

Bibendum, often known as the Michelin guy and the Michelin brand's mascot, can be found in a variety of unusual locales. You might run across him at the doors of a few posh eateries!! The highest-ranking a restaurant may receive is "Michelin stars." It's akin to the Academy Awards for outstanding cuisine and service.

Isn't 'Michelin Star' the same Michelin that sells tires? Why is that, though? So, what exactly is the link? The majority of individuals are unaware that they are linked, and even fewer are aware of the "why." How did a tire business end up giving restaurant ratings that are now the most sought-after accolades in the culinary world?

Michelin's Humble Beginnings

The Michelin brothers, Andre, an engineer, and Eduardo, a landscape artist, took over a factory that specialized in manufacturing farm equipment to save an ailing family business, and spotting an opportunity, they quickly diversified into selling vulcanized rubber tires in the late 1800s, around the time the first automobiles were rolling out.

They discovered a technique that did not require the tire to be attached to the rim of the wheel while repairing a cycle tire in their factory, and so the first detachable pneumatic tire was developed, heralding the birth of the company Michelin in 1889.

The year 1900 saw the start of the first automotive boom. At the time, France had roughly 3000 automobiles. The Michelin brothers, who designed the replaceable air-filled tire, had big plans. While their inventions received considerable recognition, their lateral marketing methods greatly outpaced their inventions!

The Michelin Guide Book's Beginnings

The car industry was in its infancy, and they came up with the concept of a manual as part of their strategy of participating actively in the cycle. Guide books were popular at the time - remember, 'Google' arrived 100 years later.

They published a guidebook for motorists that included information such as a directory of all mechanics in France, instructions on how to change a flat tire, the location of gas stations, and "suitable restaurants and hotels for travelers to eat and stay while traveling across France," as well as a detailed road map.

It was one of its unique guides since there was nothing else on the market like it.

The Michelin Guide was an immediate success. It created such a sensation that the brothers decided to launch a similar handbook along the same lines in other European nations, and it was an instant hit.

How did the concept of a "Michelin Star Restaurant" emerge?

Automobiles were increasingly prevalent in the 1920s, and people didn't need to be taught how to manage mechanical issues, change tires, and so on, so the brothers decided to expand the popular food part.

They were foresighted enough to juxtapose client emphasis with their expansion objectives. They made the decision to hire full-time "food inspectors" and "food critics" to anonymously review eateries and rate the cuisine and service.

They decided to make it even more exclusive in 1926 since, after all, only the wealthy could afford to buy and operate an automobile, so why not? They began grading and assigning stars to these eateries in order to make them more exclusive. Michelin stars are awarded to restaurants. They did this for five years, awarding single Michelin stars to the best eateries.

What does it mean to have a Michelin Star restaurant?

They agreed on three categories in 1931: 1, 2, and 3.

1 star suggested that the food was of great quality and that it was worth a visit.

2 stars meant that the food was outstanding and that it was worth the trip.

3 stars signified that the food was great and that it was worth the trip.

The Michelin brothers were able to successfully dovetail this technique to reach their final aim – get people to travel more and then be a part of their adventure, hence satisfying corporate goals – with this great marketing maneuver.

They, on the other hand, took the listing very seriously and had really sound concepts and systems in place to support it. Even today, this rigidity is maintained. All of the reviews are completed anonymously. They are then cross-checked and validated, virtually eliminating any room for error. These food inspectors, sometimes known as culinary spices, are well-trained and always visit the restaurants on the shortlist in perfect secrecy. They pay for their food and exit discreetly, calling little attention to themselves.

They wanted to be the best and stay the best because this was their single most distinctive marketing technique. These guides were of exceptional quality.

The guides were initially given away for free. They later charged a low cover price that did not even cover the production costs. It didn't matter, though, because it was a marketing cost/investment' that came out of the marketing budget because this was the primary marketing/brand strategy!

Michelin Star Restaurant: The Power of a Tag

Some critics even claim that the Michelin Guide is the Bible of the culinary world because of its influence.

Its coveted Michelin Star ratings can either make or break a restaurant's success. Those who are awarded a Michelin Star for the first time should expect a rush of customers the next day.

Similarly, losing a Michelin Star may be detrimental to a restaurant's or chef's business. It's the equivalent of having your gold medal stolen from your neck.

It was also reported that in 2013, celebrity TV chef and decorated Michelin Star awardee Gordon Ramsay broke down after his New York-based restaurant, The London, lost two Michelin Stars.

By simply earning a rating, several chefs and restaurants became famous and made millions of dollars. Over the course of a century, Michelin has done incredible things for the restaurant industry. It's all the more surprising because it was carried out by a tire company.

To sum it up

They got the restaurants to compete aggressively, raise the standards of their providing, and preserve their excellence by establishing a rating point – Star. Customers of Michelin and millions of others profited from this.

The directory was frequently accused in its early years of featuring only the most costly and elegant restaurants on its list, particularly those in France. It was frequently chastised as an aristocratic guide that ignored the needs of working-class foodies.

In response, Michelin produced the Bib Gourmand, a new section of the book named after Bib (Bibendum), the company's nickname for its logo, the Michelin Man. The Bib Gourmand has a unique feature in that it can only serve menu items that are priced below a maximum set by local economic criteria.

Michelin has chosen to grant Michelin stars to economic establishments in hawker centers, such as Hawker Chan Soya Sauce Chicken Rice, in Singapore, where there is a large number of the working middle class. A plate costs $2 there.

Even though the manufacturing of these guides was not their major line of business, they made sure that everything they produced was done to the highest possible standard.

It was, after all, their main marketing plan.

When the Allies landed in France to fight the Germans in World War II, all of the soldiers were given Michelin guide booklets, which had the best maps and details of the country! The guidebook's high quality demonstrates how seriously they took this marketing tactic.

They were much ahead of their time in terms of marketing and branding. Michelin was likely the first company to create a mascot — a man made entirely of tires whose purpose was to communicate. It's still going strong.

Michelin is a superb example of a company that has successfully adapted its marketing strategy to the present market. Their marketing approach was built around the Michelin Guide or the Red Book.