Have you ever wondered why the world’s most prestigious culinary award shares the same name as a premium tire brand? It’s true, the Michelin Star and Michelin tires are from the same brand, demonstrating one of the most brilliant brand plays in history.
SHOP MICHELIN TIRESMICHELIN STAR ORIGIN
In the late 19th century, two French brothers (André and Édouard Michelin) were busy growing their tire empire. Unfortunately, in the early 1900s France had fewer than 3,000 vehicles on the road. This meant there was not much demand for tires.
So, the two brothers gave people a reason to drive—to find fine food!
They created the first Michelin Guide, a free, pocket-sized handbook that included maps, tire repair tips, and listings for hotels, mechanics, and restaurants. The first of its kind, it was more of a travel guide than a food directory.
As you can imagine, this fits right along with the French national mindset of appreciating good food and good times. And it was wildly effective!
As cars became more common, drivers became more interested about where they were going. The restaurant listings became the surprise hit of the guide and by the 1920s, Michelin was leaning into that demand:
They transformed the guide into a paid, ad-free publication.
They introduced anonymous restaurant inspectors to boost credibility.
They awarded the first Michelin “star” for fine dining in 1926.
By 1931, the iconic one, two, and three star system was born.
And that is how a tire manufacturer became the world’s most trusted judge of culinary excellence.
MICHELIN STARS AND TIRES
The Michelin Guide works so well because it mirrors the values of Michelin the tire company: precision, consistency, and quality. Like their tire manufacturing process, inspectors adhered to strict and high standards. Both Michelin’s efforts with tires and culinary experiences yield premium results not because they’re flashy, but because they are consistently good and trustworthy.
Although the guide began as a marketing exercise, Michelin has fully adopted it as a legitimate endeavor.
The star ratings even reflect a driving lens:
A one-star restaurant was worth a stop
Two-star restaurants were worth a detour
Three-star restaurants warranted a special journey
Today, Michelin is both a global tire powerhouse and also culinary authority, two different industries that are connected by the brand’s dedication to excellence. Although they seem like a strange pairing, they both exist because Michelin wanted drivers to enjoy their drives with an unforgettable experience.
Ready to roll?
We have many Michelin tires to suit your vehicle and driving needs (and keep an eye out for our Michelin tire deals, too!). If you have any questions or are unsure what tires work best for you, drop in or give us a ring. We’ll get you taken care of. Buy and book online and save time in-store!
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