A reflection on the story, current positioning, offerings and the darker side of the luxury gastronomy book, the Michelin Guide

Abstract

This article gives some personal reflections on the luxury status of the most famous gastronomic bible — The Michelin Guide. The question being addressed — Is the Guide still considered a luxurious commodity? By using secondary data, the findings show that it is still recognised internationally as the symbol of “la haute cuisine” world and its epicurean experience. Importantly, being awarded stars has significant impacts on the pricing and visibility of restaurants. Besides, given the dualistic nature of the Guide, its offers become more present and accessible. However, many controversies are gravitating around Michelin: decrease in quality; unsuitable selection processes; secrecy and perceived unfairness in the evaluation system; restaurants and chefs refusing to be featured or awarded; the consumption of alcohol and drugs in Michelin-starred high-end kitchens; and chefs’ suicide due to strong pressure.

Keywords: beverages, consumers, food, luxury, Michelin