In 1889, in the quiet, landlocked town of Clermont-Ferrand, a different kind of French revolution was underway. It was triggered by the founding of the Michelin tyre company by brothers André and Edouard Michelin. Their vision was nothing short of grand – to transform the nascent landscape of the automobile industry in France at a time when the sight of a motorist was as rare a marvel as spotting a shooting star in the night sky.

To cater to these pioneering motorists (and to, no doubt, bolster the sales of their tyres and cars), the Michelin brothers conceptualised a little red compendium: a compact guidebook brimming with essential information for travellers. From detailed maps to step-by-step tyre changing instructions, fuel station locations, and the odd recommendation for a cosy respite after a long day’s journey, the little red book quickly became a trusted companion for travellers on road trips.

Although the guide was initially and liberally distributed free of charge, its trajectory took a pivotal turn when André Michelin discovered, much to his disappointment, that his beloved guides were being repurposed as supports for workbenches or being stacked to create makeshift footstools. The French might say, “C’est jeter des perles aux pourceaux,” or “Like throwing pearls to pigs.” Recognising that value shouldn’t be wasted and is best appreciated when earned, a reimagined Michelin Guide was launched in 1920, now available for purchase at the modest price of seven francs.

The following decade ushered in a new era for the guide. As the ‘Roaring Twenties’ took hold of the world’s imagination, the guide expanded its contents to include listings of hotels in Paris, categorised recommendations for restaurants, and took a departure from featuring paid advertisements to enhance its editorial integrity.

As artists and lovers flock to Paris for music and romance, the burgeoning influence of the Michelin Guide’s restaurant section grows manifold.

The Michelin brothers introduced a team of incognito diners, known to us today as restaurant inspectors, to evaluate and critique dining establishments “avec discrétion.”

The concept of star ratings for fine dining establishments was introduced in 1926, with an initial allocation of a single star to distinguished eateries. Over the years, the guide further refined its rating system to include a hierarchy of zero to three stars, with meticulous criteria for the coveted star rankings being made public in 1936.

While it didn’t start out as the iconic dining guide we know today, throughout the 20th century, the Michelin Guides soared in popularity, revered for their meticulous assessments and distinct approach. Earning a star (or two or three) was akin to reputations being cemented for good.

Today, the guide boasts evaluations of over 40,000 establishments across 24 territories spanning three continents, with a staggering 30 million copies sold globally to date.

The enduring legacy of the Michelin brothers lives on, as the company continues to champion accessible driving, promote tourism, and facilitate extraordinary experiences in the contemporary age, aligning with their vision from over a century ago. The Michelin Guide stands as a testament to their foresight and dedication to enhancing the travel experiences of adventurers worldwide. But…

What is perhaps most notable is how a tyre company championed an entirely parallel industry to be able to retail their brand. Instead of doing road shows or waxing lyrical about their tyres, the Michelin brothers invested time, money and imagination in an altogether new vertical to spearhead their brand. And that too at a time when branding and advertising (as we know it today) were less sophisticated, and techniques for persuasion were layman at best. Ultimately, of course, marketing is a return on an idea. And by virtue of creating the perfect roadmap for their brand, Michelin awarded itself a few deserving stars of its own.

Faraz Maqsood Hamidi is Chief Creative Officer & CEO, The D’Hamidi Partnership, a worldwide partner agency of WPI.

Photo: Advertising Week