As we know, Michelin Guide has always enjoyed the reputation of "Bible of Food Industry", and its certification for restaurants is just like to beno. 1. Many restaurants and high-end hotels are honored to be named by Michelin Guide. Restaurants rated as stars often attract diners at home and abroad. The guidebook itself is also regarded as the best way to learn about local cuisine, and many people will read it carefully before traveling.
After Beijing Michelin list was selected, the concept of Michelin restaurant was understood by more people, and many friends raised questions. Why is the LOGO on this restaurant list so similar to Michelin selling tires? What's the relationship between these two seemingly never-related industries?
The tire man Michelin, of course, is no stranger to everyone. But few people know its name-bibendum. This name comes from the transliteration of French bibendum, and its shape comes from such a short story.
1894 At the World Expo held in Lyon, a pile of tires with different diameters were scattered at the entrance of the booth. At that time, Edward, one of the founders of Michelin, suddenly found that the shape of the pile of tires was very similar to the shape of the human body. Since then, a painter named Ou Jialuo has created a distinctive "figure" shape according to the appearance of the pile of tires, that is, a special "figure" composed of many tires-the tire man.
Starting from 1898, Michelin tire man appeared on the poster as an advertising spokesperson. On the poster, he said "Nunc est bibendum" with a glass full of nails and glass scorpions (meaning: it's time to raise a glass). As soon as the advertising slogan was launched, it became a slogan, and the name of the tire man was determined. A French word bibendum was chosen as the name.
Time is up 1900. Michelin, which sold tires at that time, was very optimistic about the development prospects of car travel. They think that tire sales will be good only if people drive and use cars more. So I made a travel guide on a voluntary basis to promote the concept of "car travel". This reference book, called Michelin Guide, integrates information about restaurants, maps, gas stations, hotels, garages, tire disassembly, car maintenance and car travel. It is placed in gas stations and other places for free use by travelers.
Unexpectedly, the Michelin Guide made the French fondle admiringly, not because of the gas station and tire shop introduced in the book, but because of the delicious food here! Many French people take this book to taste the restaurants recommended in it, and have no time to take care of the most important car tires.
The restaurants listed in the Michelin red guide are gradually called Michelin restaurants. 1926, the guide began to use asterisks to distinguish the excellent grades of restaurants, and knives and forks to indicate the comfort of restaurants. After that, Michelin, who sells tires, simply dropped the contents of the car from the guide and directly turned it into a food review list, which is now the famous Michelin star red set. It can be said that it is "unintentional", of course, people's tires are also selling well.