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⭐ Michelin Guide: The Tire Company That Accidentally Conquered Food | 40
Manage episode 494520471 series 3608271
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"André and Édouard Michelin were desperately seeking a way to save their family rubber business, when a hapless cyclist with a flat came staggering into their workshop. The brothers saw an opportunity…a revolutionary, easy-fix, easy-replace tire. But their real genius was how they promoted this new product: a guidebook to get people exploring in their cars (more road miles = more tire sales). As the guide grew, readers wanted to know where to eat, so Michelin hired undercover food critics and created their legendary three-star rating system to find the best restaurants. Today, a single Michelin star can double a restaurant's revenue and tourism boards around the world pay millions just to get the food testers to visit. Find out how this tire company's marketing stunt became fine dining's holy grail, how a top secret version of the book helped win World War II, and why the Michelin Guide is the best idea yet.
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Manage episode 494520471 series 3608271
Content provided by Wondery. All podcast content including episodes, graphics, and podcast descriptions are uploaded and provided directly by Wondery or their podcast platform partner. If you believe someone is using your copyrighted work without your permission, you can follow the process outlined here https://ppacc.player.fm/legal.
"André and Édouard Michelin were desperately seeking a way to save their family rubber business, when a hapless cyclist with a flat came staggering into their workshop. The brothers saw an opportunity…a revolutionary, easy-fix, easy-replace tire. But their real genius was how they promoted this new product: a guidebook to get people exploring in their cars (more road miles = more tire sales). As the guide grew, readers wanted to know where to eat, so Michelin hired undercover food critics and created their legendary three-star rating system to find the best restaurants. Today, a single Michelin star can double a restaurant's revenue and tourism boards around the world pay millions just to get the food testers to visit. Find out how this tire company's marketing stunt became fine dining's holy grail, how a top secret version of the book helped win World War II, and why the Michelin Guide is the best idea yet.
Be the first to know about Wondery’s newest podcasts, curated recommendations, and more! Sign up now at https://wondery.fm/wonderynewsletter
Follow The Best Idea Yet on the Wondery App or wherever you get your podcasts. You can listen to new episodes early and ad-free on Wondery+. Join Wondery+ in the Wondery App, Apple Podcasts or Spotify. Start your free trial by visiting www.wondery.com/links/the-best-idea-yet/ now. "
See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.
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Similar to The Best Idea Yet
Big tech is transforming every aspect of our world. But how, and at what cost? This season of Land of the Giants – The Disney Dilemma – focuses on Disney’s ability to weather the ups and downs of the business cycle and changing tastes and explores what has kept it successful for over 100 years. The entertainment giant has leveraged nostalgia and its intellectual property to build a beloved brand, but after an acquisition spree that included Marvel, Lucasfilm, and 20th Century Fox, can it sus ...
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