Oh I’m well aware of the history. Thing is I’m also well aware of the history of dozens of identical guides in the US and Europe around the same time. None of which still exist. And none of which have become the marker of culinary greatness world wide. A Michelin star can double or triple your business. A Michelin star can make your reputation as a chef. Working in Michelin starred kitchen just about doubles your potential earnings as a cook, at every subsequent kitchen you work in. A Michelin Star gets you on TV.
Noone is lining up to go to places recommended in the Shell Guide (which wasn’t just the UK IIRC). Even shit like Zagat is kind of a shrug. But here you have a promo for a tire company. That has spun off into one of the two most important awards in the food business.
Its very French. We’ll print a restaurant guide as an advertisement for our tires! But its gonna be the most serious ass restaurant guide ever.
