The Michelin Guide story in 10 slides

:Wanna sell tires? Make people hungry.A Michelin case study Jody Yeoh | Co:hort Communications

The Michelin Guide is the authority on the best restaurants in the world.

Excellent cooking. Worth a DETOUR.

Very good cooking in

its category.

Exceptional cuisine. Worth a special

JOURNEY.

Restaurants are rated by stars.

The purpose wasn’t to sell restaurants.

It was created to sell tires.

1900 Founders Andre and Eduoard Michelin wanted to sell more tires, naturally. Problem? There were fewer than 3,000 cars in France.

Solution? Give people a reason to travel. So they printed the first Michelin Guide. It featured great sights around France, hotels, petrol stations, mechanics, and good places to eat.

Rather than bore people with features of their tires, Michelin gave them a reason to travel, or to buy a car, to wear out their tires. By serving others, they created a need. By creating a need, they… well, you know how it goes.

:It’s never about you. Give more. Take less. People will return the favour.

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Thank you Further reading http://www.michelinguide.com/ https://en.wikipedia.org/wiki/Michelin_Guidehttp://www.cbc.ca/news/business/michelin-guide-for-restaurants-closely-connected-to-tires-1.2847135http://www.businessinsider.sg/history-of-the-michelin-guide-2014-10/#.VkqJfMpzqKIhttp://www.smithsonianmag.com/arts-culture/the-michelin-guide-why-we-look-to-automotive-experts-for-dining-advice-74210894/?no-isthttp://contentmarketinginstitute.com/2013/09/content-marketing-history-and-future/

Image credits Michelin

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