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MNG3702 Assignment 2 (COMPLETE ANSWERS) Semester 2 2024
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MNG3702 Assignment 2(COMPLETE ANSWERS)
Semester 2 2024
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,MNG3702 Assignment 2 (COMPLETE ANSWERS)
Semester 2 2024
Michelin is a leading French brand and manufacturer of
tires and rubber products.The company was founded in
1888 by two Michelin brothers and grew to one of the
largest tyre manufacturers in the world, with a market
share of 14.8% in 2023. Oddly enough, the company also
sells popular travel guides and road maps. They can
make or break chefs by the number of Michelin stars they
award to their restaurants. Michelin stars are a rating
system used by the red Michelin Guide to grade
restaurants on their quality and excellence. Restaurants
can be awarded one, two or three stars, based on various
criteria, such as quality of their ingredients used, the
harmony of flavours in their dishes, the mastery of
various techniques, the personality of the chef, and the
consistency of the menu. The Michelin Man (Bibendum) is
known word wide. The history of the Michelin Guide The
Michelin Guide is considered by many to be the hallmark
of global fine dining and quality cuisine. It has immense
power over chefs, restaurateurs, and foodies world wide.
It may divide opinions across the food service industry,
but its influence is undeniable. French chef Paul Bocuse, a
pioneer of nouvelle cuisine (a modern French style of
preparing dishes that avoids rich, heavy foods, rather
emphasizing the freshness of the ingriedients used in
prepring the dishes and the presentation thereof), once
said, “Michelin is the only guide that counts.” The birth of
the famous little red book is a very interesting story.
When the Michelin tire company was established in 1888
by brothers André and Édouard Michelin, it was a time
when driving was perceived as a novelty to most. There
, were less than 3 000 cars in France at the time. However,
the brothers were quick to recognize driving and mobility
as a lasting trend. To encourage more road travel, and
hence boost tire sales, they decided to create a
comprehensive guidebook for motorists which catalogued
hotels, restaurants, mechanics, and gas stations. In 1900,
the very first edition of the Michelin Guide was published,
and 35 000 copies were given out for free. 3 MNG3702
Assignment 2, semester 2 As the tire company grew, so
did the Michelin Guide. Country-specific editions were
published throughout Europe, starting with Belgium in
1904. A charge was introduced for the first time in 1920
when André Michelin walked into a garage and saw copies
of the guidebook being used to support a workbench.
Realising that “Man only truly respects what he pays for,”
the company started charging 7 francs for the guides. By
that time, the restaurant section of the Michelin Guide
had become so popular that the company started to
recruit anonymous inspectors to visit and review
restaurants. Six years later in 1926, the Michelin star
system was born. There were other notable changes as
well, namely listing restaurants by specific categories, the
debut of hotel listings and the abandonment of paid-for
advertisements. The single-star restaurant review system
also expanded to the present a three-star system in
1931: “A very good restaurant in its category.” “Excellent
cooking, worth a detour.” “Exceptional cuisine, worth a
special journey.” In 1957, the Michelin Guide began
awarding accolades to restaurants that provided “good
meals at moderate prices,” a feature now called Bib
Gourmand. The Bib Gourmand symbol—the image of
Bibendum or the Michelin Man licking his lips—debuted in
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