How Michelin started to Review Restaurants!
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Ever wondered why the Michelin Man is white?
Back in 1898, rubber tyres were naturally grey/white. The iconic Michelin Man reflected this.
But by 1912, something changed—carbon chemicals were added to tyres, turning them black. This wasn’t about looks; it was about making tyres stronger and more durable.
But Michelin’s innovation didn’t stop there.
They wanted to sell more tyres, so they came up with a brilliant idea: Michelin restaurant reviews.
The logic was simple:
- Get people to drive farther to eat at the best restaurants.
- Their tyres wear out faster.
- They buy more tyres.
Genius, right?
This strategy gave birth to the Michelin star system, a hallmark of culinary excellence:
- 1 star: "A very good restaurant in its category.”
- 2 stars: "Excellent cooking, worth a detour."
- 3 stars: "Exceptional cuisine, worth a special journey."
What’s in it for Startups and Entrepreneurs?
My take on this is that it’s about understanding your customer’s journey and finding innovative ways to add value at every turn. Don’t just sell a product, but create an experience that keeps your customers coming back. Think beyond the obvious, connect the dots between different aspects of your business, and look for ways to drive engagement and loyalty.
From durable tyres to unforgettable dining experiences, Michelin’s story is a masterclass in creative thinking and strategic marketing.
What’s your favourite example of innovative brand strategy? Share it below!
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