The Michelin Guide: history’s first PR content

Why is a major company that produces 200 million tires a year get involved in tourism and gastronomy?

As the Michelin Guide website puts it, it is clear that, initially, there were no great ambitions with this simple project.

But the idea was brilliant.

Founders André and Édouard Michelin were frustrated because the car market was still restricted and there was no demand to expand tire production. In fact, in 1900, there were only 3,000 cars running in all of France!

One day, they asked each other what would become their million-dollar question: what if French drivers had access to relevant information that would make them more willing to explore the country by car?

They thought about offering a publication with maps, directions to automobile repair shops and gas stations, instructions for changing tires and mechanical information about the cars. In addition to this content, the guide recommended hotels. After all, the intention was to show that drivers could travel by car throughout France.

The brand bet on an unprecedented PR strategy, which proved to be ingenious and earned the title, given by yours truly, of first useful PR content idea ever. 

With subtlety and elegance, the brand offered the public enlightening information, which has, as its final objective, thought leadership and brand authority.

But Michelin's story is longer than that and we at SmartPR love to tell it.

Spicing up the Michelin Guide

The guide was such a success that, in a few months, it became a must in France. People saw a lot of value in the information provided and their perception of tires and the brand began to change.

The idea became so successful that, in 1910, the Michelin Guide was already publishing fixed editions in countries such as Italy, Germany, Spain, Portugal, Algeria, Tunisia, among others.

However, the major turnaround came in 1922, after a hiatus forced by the First World War. From that year onwards, Michelin started to list restaurants in their guide. This selection quickly became a hot commodity among readers and led to an improvement in the section. Food critics began visiting establishments and evaluating them with gusto.

Over time, as the brand matured, changes were made and finally, in 1926, the Michelin Star concept was born.

Initially, favorite restaurants were given a single star. From 1931, they went from one to three stars:

• 1 star: a very good restaurant in its category;
• 2 stars: excellent food, worth a detour on your trip;
• 3 stars: one of the best, worth the trip.
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At the beginning of this century, the Michelin Guide arrived in the United States, Canada, Japan, Hong Kong and other strategic locations that helped consolidate the publication as the “crème de la crème” when it comes to evaluating restaurants and hotels. Currently, more than 10,000 establishments are covered by the Guide.

In Brazil, it was only in 2015 that the Michelin Guide began to classify restaurants in the cities of São Paulo and Rio de Janeiro. 

We have 14 Michelin star restaurants: ten are in São Paulo and four in Rio de Janeiro. Of these, ten have a single star and four have 2 stars: D.O.M, by chef Alex Atala; Ryo Gastronomia, by Edson Yamashita; Oteque, by Alberto Landgraf; and Oro, by Felipe Bronze.

A money-making machine that also builds reputation

It is almost impossible to measure the success of this PR case. The recognition in the gastronomy and hospitality market is so much that there are those who pay to be evaluated by the Michelin Guide.

In California, for example, the government decided to shell out $600,000 to ensure the state would integrate the publication in 2019. And make no mistake: Californians have made a very well-calculated investment, as the potential for return is significant.

Just think that the state has 76,000 restaurants that employ more than 1.4 million people, according to data from the National Restaurant Association.

At the time, the president of the Visit California Organization, Caroline Beteta, made the potential of the initiative clear: “Those who do tourism focused on gastronomy in California spend up to 20% more than other visitors. When we add this to the recognition of the Michelin brand in Europe and Asia, we see how the Michelin Guide can attract tourists to the State.”

Can you think of a big PR idea for your company? 

The Michelin Guide is a classic case, which will always be a reference of success in public relations. Keep coming back to our SmartPR blog for more inspiring stories.

And if you are looking for an out-of-the-box idea for PR content capable of transforming your company’s reputation, get in touch with us. We are a communication agency that thrives on the innovative spirit of our clients. Let’s talk about ideas!