You might be familiar with Michelin tires. It’s been a century since the production of their first bicycle tire, and now the company has evolved into a behemoth in the automotive tire industry. However, what has truly brought Michelin worldwide renown is not its tires but rather its restaurant guide.
Back then, Michelin was deeply invested in tire industry research. However, a challenge arose in selling tires: they were not a consumable, and the social demand for tires was essentially fixed. To address this, the company conceived the idea of creating a travel guide, pinpointing eateries across the country, even small establishments tucked away on street corners. This approach aimed to entice more individuals with ample leisure time and a passion for travel to embark on journeys in search of noteworthy dining experiences.
For the average person, embarking on a family road trip, consulting the Michelin guide, and exploring eateries everywhere was a way to savor life. For Michelin, encouraging people to hit the road would expedite tire wear, resulting in faster tire sales—a classic win-win marketing strategy.
