The Dark Money Behind Michelin Stars They Don't Want You To Know

Summary

This video script exposes the hidden truths behind the Michelin Guide, revealing that Michelin stars are not earned based on culinary excellence but rather on financial backing and strategic branding. The guide, originally created as a marketing tool for tire sales, has evolved into a luxury branding scheme that promotes cities, governments, and high-end dining over authentic local food. The video critiques how Michelin's influence is shaped by money, image control, and marketability, rather than genuine food quality, highlighting the impact of financial deals in securing stars for restaurants around the world.

Takeaways

• 😀 The Michelin Guide was originally created as a marketing tool for selling tires, not for culinary excellence.
• 😀 Michelin stars are often awarded based on financial influence rather than culinary quality.
• 😀 Government-backed campaigns play a major role in securing Michelin Guides for cities, with funding often tied to tourism branding.
• 😀 Some cities, like Singapore and Dubai, paid to have Michelin Guides introduced and stars awarded as part of their image-building efforts.
• 😀 Michelin's expansion into new cities often follows behind major PR strategies and corporate interests rather than authentic culinary value.
• 😀 In countries like Korea, millions of taxpayer dollars were used to secure Michelin's attention, which skewed the representation of local cuisine.
• 😀 The Michelin Guide frequently ignores traditional or street-level cuisine in favor of high-end, luxury dining that fits a Western aesthetic.
• 😀 Michelin rewards restaurants that mimic European fine dining aesthetics, neglecting authentic local food traditions and flavors.
• 😀 Michelin stars can be influenced by PR and marketing, with restaurants often paying to play in the system to receive stars.
• 😀 The Michelin Guide has been criticized for cultural misrepresentation and pushing Eurocentric dining standards while overlooking local culinary practices.
• 😀 Despite being touted as the pinnacle of fine dining, Michelin stars are seen by many as a tool for brand-building and global influence rather than a reflection of culinary excellence.

Q & A

What was the original purpose of the Michelin Guide?

The Michelin Guide was originally created by the Michelin tire company in 1900 to encourage people to drive more, wear down their tires, and thereby increase tire sales. It listed gas stations, hotels, and restaurants.

What does the Michelin Guide claim to represent, and what does the script reveal about its true nature?

The Michelin Guide claims to represent excellence in dining. However, the script reveals that it is more about luxury branding and image creation, often influenced by money, government backing, and marketing strategies rather than purely food quality.

How has the Michelin Guide been influenced by tourism boards and governments?

Various tourism boards and governments, such as those in Singapore, Dubai, and California, have financially supported the Michelin Guide's expansion. This has led to the creation of guides in cities like Dubai and Singapore, where stars were awarded not based on food quality but as part of a larger tourism branding strategy.

What was the controversy surrounding Michelin's 2016 guide launch in Seoul?

The controversy surrounding the 2016 Michelin Guide launch in Seoul involved the Seoul metropolitan government paying $1.8 million to secure the guide. Critics argued that this was a commercial transaction rather than a culinary honor, and that the guide did not represent authentic Korean cuisine but instead catered to Western tastes.

Why does the Michelin Guide favor certain types of restaurants over others?

The Michelin Guide tends to favor high-end, luxury restaurants that align with European dining aesthetics, such as small plates and fine dining. It often overlooks more authentic, local, or street-level food establishments that don't fit its branding image.

How has the Michelin Guide been criticized in countries like India and Mexico?

In India, family-run restaurants were overlooked in favor of European-inspired fine dining, while in Mexico, the guide focused on upscale restaurants instead of celebrating the traditional street food that defines the country's culinary identity.

What role do government deals play in Michelin’s star distribution?

Government deals play a significant role in Michelin's star distribution. Many cities and countries sponsor the guide to enhance their global brand and tourism image, leading to the allocation of stars based on financial backing rather than culinary excellence.

What impact does receiving a Michelin star have on a restaurant?

Receiving a Michelin star can drastically impact a restaurant's business, but it can also create immense pressure. Chefs and restaurant staff may face burnout, financial strain, and mental health challenges in the pursuit of maintaining or gaining a Michelin star.

Why are some of the world's best-known restaurants excluded from the Michelin Guide?

Some of the best-known restaurants are excluded from the Michelin Guide because they don't conform to the system's criteria, such as focusing on high-end, fine dining or engaging with the branding strategies that Michelin promotes. These restaurants refuse to play the game of courting inspectors or paying into the Michelin system.

How does the Michelin Guide’s system affect street food and local food culture?

Michelin's focus on luxury dining often ignores authentic street food and local food culture. Street vendors, who represent the true soul of a country's cuisine, are frequently overlooked unless their food is presented in upscale, sanitized settings that align with Michelin's branding image.