| HBS Case Collection
(Revised August 2014)
The Michelin Restaurant Guide: Charting a New Course
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.
Brands and Branding;
Food and Beverage Industry;
Media and Broadcasting Industry;