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,MNG3702 Assignment 2 (COMPLETE ANSWERS) Semester 2 2024 - DUE
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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 the Michelin Guide in 1997. What began as a
promotional device for the Michelin brothers’ tire business at the
turn of the 20th century has grown into an authority on global fine
dining. Since its first publication in 1900, more than 30 million
copies of the Michelin Guide have been sold across the globe. It
presently rates over 40,000 establishments in over 25 countries
across four continents. Performance, strategy, and structure
Michelin has a rich history of a company that started by
manufacturing tires for bicycles and horse-drawn carriages. Then,
they introduced pneumatic tires (rubber tires inflated with air) for
