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The Michelin Guide has “produced a legion of miserable gourmands”, the late AA Gill once wrote in a blistering article for Vanity Fair. The renowned food critic slated the guide for becoming an overpriced exercise in vanity to feed the raging egos of competitive chefs while giving “foodie trainspotters” the ultimate bragging rights, but in the process, sucked any modicum of joy out of the experience. Heading for a good night out with friends? Don’t subject yourself to the stifling, old-fashioned rigours of a Michelin-starred venue… It didn’t start out like this. The story of how a tyre-shaped figure (named Bibendum) became the mascot for excellent food begins with the Michelin brothers, Andre and Edouard, in France back in 1889. In order to drum up business for their tyre company, the…

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Business Traveller Asia-Pacific Edition (Digital) - 1 Issue, March 2018

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