Since 1900 it has become an international institution.
Guida Michelin, explains Europe and how prefer to eats.
Since 2005 have passed under the magnifying glass also some individual cities, which of international tastes have made matter of branding, like NYC, San Francisco, Tokyo etc.
Guida Michelin, is an almanac of tips to the traveler, it becomes an institution over time. It is a sort of race that the chefs have creatively and unconsciously inclined to do. We speak of prestige and personal levels of achievement for Creative of cookers.
It is one of the highest honors, in addition to the the mystical Relais Chateaux.
The idea was born in 1889, by one of the Michelin brothers, the company founders of pneumatic. Brilliant brand extension for a company that sells one of the tools that makes the journey possible. After 11 years André and Edouard Michelin publishes the first official guide, it is 1900.
After almost 120 years, the guide covers 11 countries and some cities from outside Europe.
But how does it work? The stars are the tip of the guide to the traveler, the classification has three stars maximum, not divisible, and so distinguished:
* Recommended place and worth the stop during the journey;
** Worth a detour from the trip;
*** Worth the trip.
Let’s say that André had seen long, surely did not anticipate the various MasterChef and various addictions towards the segment, but has definitely influenced in creating appeal and bring the eating well to become a luxury hedonistic, a needs of many.
Obviously the modern overexposure of the dippers more sophisticated in the world, in a myriad of programs, it has definitely confirmed the importance of the classification tool.
The question of status is cleared, it is a commercial tool, in fact the stars or better, the “Starry”, have become institutions themselves, increasingly called upon to judge the young scions of operating rooms where they prepare dishes more and more philosophical, for a growing public conscious of what they want in the dish. From the basic seasonal, at km zero, the tyrant is sitting at the table and know exactly what to expect. Gone are the 80s and 90s where a consumer just interested to understand what was on his plate.
He sat at a table with too many forks and very little idea of what was about to happen.
The Brand of buttery man made of tires “White”, an institution as the brand itself, has managed to maintain over time the focus on the importance of nutrition in their case while traveling or as a reason for a trip. With his two guides Red and Green, is a beacon in the food and wine tourism.
Certainly the institution always involves sacrifice, in fact for a restaurant that had the honor to receive the stars is surely also a burden. As it is necessary to study, experiment and move always the dipstick further, wonderful detail to be honest, but that definitely risks to increase the distance between the kitchen and the public.
The latest restaurant to have given up the star is the “Donatella” in the province of Alessandria, Italy, underlining the need to want to cook for people and not for awards and want to be even more present for the local people, cooking, not only for people coming from outside of the reagion.
This is a sentiment expressed by many chefs who have not given up the stars, but still pointing to reconnect the community to their kitchen. Let’s talk about Bottura, the visionary 3 stars from Modena. Massimo, after an initial period of experimentation on the cuisine of his region, not very popular by the locals, at least initially. Now receives approval and can bring to the table traditional dishes, but filtered through his mind and his hands.
To understand the behind the scenes of the show that we usually see at a table, we recommend watching the documentary produced by Netflix “The Chef table”, focus on 6 starry minds that have opened their kitchens. In fact, from Massimo Bottura to Dan Barber, from Francis Mallmann, Ben Shewry until Magnus Nilsson and Niki Nakayama, the show is a symphony of ideas wonderfully performed and photographed for a chat with the chef.
During the presentation of the guide in 2016 it underlined the importance of the role of the Michelin inspectors and the importance of their anonymity, primarily to ensure the tranquility of the chef, the brigade and the room staff during the meal.
It is actually a snapshot of institutional food and not only, in the countries concerned, the ferment and the resilience of all nations. Now we can find all the restaurant recommendations around us in a driving app that has been made free for the consumer, a kind of Foursquare or Yelp, but only starred in this case.
And the young chefs, they come out at best. In fact the new starred chefs, those of 2016 have an average age under 35 years, and it definitely rewards creativity.
From the land of haute cuisine, come the practical advice, though not particularly economic, to the traveler. Although many are now the restaurants and gastropubs to maintain a high level, without too much stress for the cards of clients. Among the chefs who have made this choice, we find Davide Oldani, which with his D’O become a starry flag of ethics and a very affordable cost. In fact, for some years also the Michelin Guide propose tours tasty and affordable for all budgets, however, giving the opportunity to taste flavors, from promising kitchens.
Was created to advise, and institutionalizes the gastronomic journey, not only remains to get in the car and choose where to have the three meals of the day.
Over time the company has contributed not only to make sure our trips with their tires, but also to make them much more tasty.
Has certainly helped create and bring to the consumer, a segment always considered for the chosen few and very snobbish. The good food is just a trip.
The brand itself is the name, that the confidence of all the people who work there and who look to the brand as an advisor for the moments more or less important. Itself the production of graphics and image is closely linked to the concept of garage and travel on the road. Spartan and pleasantly dystonic against the recommended level of sophistication. Here is the brand most Who, aimed at Who advise, and Who advice, understood as the place to go, rather than the brand itself.
This is the case in which the idea is worth all the words that have been spent in the speech. The image is that of the father who organizes the roadmap and also calculates the time for lunch or dinner strictly recommended by the famous Guide.