You are signed in. Close

You are signed out. Close

Thank you. Your subscription has started. Close

Thank you. You will get an email when a new comic comes out. Close

We could not confirm your payment. If you paid, use the link "Sign in" at the bottom of the page. Close

Something went wrong on our side. Please try again in a moment. Close

Project Visually
Random Sign in Subscribe

The Michelin Guide story: why a tyre company decides which restaurants get stars

Chefs around the world wait each year for a verdict from a company that makes tyres. It began in 1900, when two brothers gave away a small red guide to the few drivers in France, with maps, fuel stops, garages and hotels. Why would tyre makers give away a guide, and how did it end up judging the best restaurants on Earth? The answer is a chain of simple business ideas: the replacement market, content marketing, a price put on a free thing, secret inspectors and their rules, a scale of three stars, and a reputation that travels.