There is logic and it begins with Andre Michelin who founded the famous tires producing company in 1889. A year later Andre decided to create the reference book for car drivers. There were parkings, car services, restaurants and cafes. The last two were marked with stars which were a sign of high prices. “Red guide” was successfully spreading through gas stations.
However, in 1926 this guide was redesigned. Firstly, only restaurants were left. Secondly, they were ranged with 1-3 stars due to following gradation:
* – very good restaurant in concrete type of cuisine
** – perfect cuisine for which you can make a small deviation from a route
*** – amazing cuisine it makes sense to plan a separate travel to such place
Stars are now awarded not only to institutions, but also chefs who, in case of leaving restaurant, will take away with themselves an award. However, criteria remain in the most strict secret. Inspectors visit restaurants without prevention in the form of the ordinary guest. For objective assessment of all parameters visits are carried out in hours of the greatest attendance.
Only one fact of a mention of restaurant in the Red guide, even without award of a star, is recognition of skill of the chief and can be a powerful incitement to commercial success. At the same time restaurants have no right to specify or to somehow mention quantity of Michelin stars awarded by them. The policy of the company consists that the client can learn about quantity of stars only from the guide; in case of neglect this rule the company reserves the right to exclude restaurant from rating.
For those who thought that to turn the full reference book in the guide only on the restaurant world was the irrational decision, we report that there is a “Green guide” – in fact the original version of the guide.
All in all, Michelin company is an excellent example of successful maintaining various fields of business.