Case | HBS Case Collection | February 2014 (Revised February 2014)

The Michelin Restaurant Guide: Charting a New Course

by Mukti Khaire, Elena Corsi and Jerome Lenhardt

Abstract

Created in 1900 by the tire manufacturer Michelin, the Michelin Restaurant Guide was widely considered the international benchmark of food rating, and, by 2013, boasted paper editions in 23 countries, and had recently expanded to the United States and Asia. Paper sales however had dropped, following the emergence of free, online guides, global players, and more broadly, the wider diffusion of the Internet. In 2012, the Guide had launched a new range of services targeting restaurateurs. The Director of the Guide was contemplating developing the Guide even more internationally and on digital formats, but also knew he needed to limit costs.

Keywords: restaurant; food; Corporate Entrepreneurship; Business Model; Food; Brands and Branding; Media; Culture; Expansion; Corporate Strategy; Value Creation; Food and Beverage Industry; Tourism Industry; Media and Broadcasting Industry; Publishing Industry; Transportation Industry; Travel Industry; Europe; United States; Japan; China;

Citation:

Khaire, Mukti, Elena Corsi, and Jerome Lenhardt. "The Michelin Restaurant Guide: Charting a New Course." Harvard Business School Case 814-088, February 2014. (Revised February 2014.)