The Michelin Guide story in 10 slides
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Transcript of The Michelin Guide story in 10 slides
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:Wanna sell tires? Make people hungry.A Michelin case study Jody Yeoh | Co:hort Communications
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The Michelin Guide is the authority on the best restaurants in the world.
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Excellent cooking. Worth a DETOUR.
Very good cooking in
its category.
Exceptional cuisine. Worth a special
JOURNEY.
Restaurants are rated by stars.
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The purpose wasn’t to sell restaurants.
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It was created to sell tires.
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1900 Founders Andre and Eduoard Michelin wanted to sell more tires, naturally. Problem? There were fewer than 3,000 cars in France.
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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.
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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.
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: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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