The 3 main points of this article: 1. Don't let the product limit your creativity, great idea from the Michelin brothers. 2. be clear about your goals! The Michelin Guide only recommends road trip oriented cuisine. 3. Include content that builds authority and influence.

Michelin was founded by Edouard? Michelin was founded by Edouard Michelin and André Michelin. Michelin was founded in 1889 by brothers Edouard Michelin and André Michelin. Located in Clermont-Ferrand in central France, the company specialized in the production of tires and rubber products. However, in 1895, the majority of the population could not afford to buy a car, let alone tires, so the sales of tires were not good.

Edouard was an engineer in charge of tire development and production, and André was a marketing expert who often provided planning solutions to raise the company's profile. Given that most people did not have a car at that time, André proposed to publish the Michelin Guide in order to make Michelin tires famous, and even hoped to promote the sale of tires, in the hope that a guide to food and travel would stimulate the desire of the rich to buy a car.

Thus, the first Michelin Guide was published in 1900, with tens of thousands of copies distributed, and the Michelin Guide was published every year thereafter. Even in 1920, when each copy cost about $2 to buy, a significant sum for the time, nearly 100,000 copies were sold. In 1953, in an effort to make the Michelin Guide more accurate, loyal readers began responding to and commenting on its contents, sometimes accumulating as many as 50,000 comments in just one week, which were sent back to Michelin.

By the 1930s, the Michelin Guide was internationally recognized. The New Yorker praised the advertisements in its pages as being non-offensive and "just right", and in 1952, the Times praised the Michelin Guide as the bible of food travel. The Michelin Guide was praised for its food critics, unbiased accommodation ratings, and its original star rating system.

When the Michelin Guide was first published, André predicted, "This book was born in the 20th century, and it will remain in this century. Today, that prediction has not only come true, but has even been exceeded, as the Michelin Guide has now been around for 117 years.

From a marketing perspective, André's strategy for launching the Michelin Guide was completely out of the box. Instead of thinking in terms of how to trumpet the quality of your tires, he took the idea of producing a Michelin Guide to raise awareness of the company and stimulate the public's desire to buy cars.

The Michelin Guide was created purely as a way of making a name for itself and stimulating the desire to buy cars, but today it has become an indicator of fine dining. In 1924, a Michelin advertisement said, "With a car, you don't have to catch the morning train; with a car, you can bring cozy comfort to family life." The Michelin brothers wanted to change the way people traveled, and the Michelin Guide gradually came into its own. Because the Michelin Guide was all about road trips, not railroads, the way people used to travel, it provided information about accommodation and attractions.

The Michelin Guide is primarily a red guide (Le Guide Rouge), with information on accommodation and food, but it also has a green guide (Le Guide Vert), which gives information on attractions and trip planning. The 1900 edition of the Michelin Guide listed road maps, gas stations, hotels, and restaurants throughout France, and the book was about 400 pages long, and not as elaborate as it is now. Later, in addition to France, Belgium, Germany and other European countries also published local Michelin Guide.

By 1931, the star rating system, as it was known to the general public, had officially appeared. One star indicated a restaurant that was good enough to stop by on the way; two stars indicated a restaurant that was good enough to make a detour on the way; and three stars indicated a restaurant that was top-notch enough to make a special trip to enjoy.

With the development of globalization, in 2001, Michelin issued an online version of the Michelin Guide. To expand overseas, the first U.S. edition was launched in 2005, starting in New York City and expanding to Chicago and San Francisco; in 2007, the guide was launched in Tokyo in both Japanese and English, opening up the Asian market; and in 2015, the Brazilian edition appeared, featuring restaurants in Rio de Janeiro, expanding the South American map.

The Michelin Guide started with a very clear objective, which allowed it to subsequently focus on well-designed content to create a textured food manual.

The Michelin Guide would not be as successful as it is today if it were purely about food. What really established the guide's status in the food world was the introduction of the star rating system in 1931. The food critics of this system were called "inspectors", unlike the general food critics, the inspectors did not reveal their identity, and when they tasted a restaurant's ravioli, they did not take notes, but only gave out star ratings and reviews after visiting a restaurant several times. Michelin's star rating system was the first of its kind at the time, and successfully influenced the subsequent development of the Michelin Guide.

The stars awarded to a restaurant are not permanent. Gordon Ramsay, the celebrity chef and host of the TV show Hell's Kitchen, was in tears when his star was removed. While a restaurant can attract a large number of consumers by earning a star, on the contrary, the loss of a star can devastate a restaurant and even cause it to fall apart, and there have been cases of chefs committing suicide due to the possibility of a star being withdrawn. In 2003, French chef Bernard Loiseau committed suicide after it was rumored that Michelin would withdraw the three stars his restaurant had received.

Of course, the Michelin Guide, with all its influence, has been criticized. In 2004, former judge Pascal Rémy published a book criticizing Michelin for shortchanging its hard-working judges. He said: "It's a lonely, poorly paid job, and the criteria for evaluating the food are not rigorous enough". Michelin refutes this, but admits that the job of a critic is not always as glamorous as it seems. Despite the criticisms, there is no denying that the Michelin Guide has succeeded in establishing its authority and influence in the food world.

After reading these three key points, we realize the importance of the Michelin Guide in the food and travel world. Its fame today represents the success of Content Marketing. What is Content Marketing? Content Marketing is the process of creating content that consumers will enjoy, not directly promoting the product itself, but building an image of the product from the outside, in order to attract consumers. Because the Michelin Guide is published every year, it is not easy for consumers to forget about it!