MICHELIN GUIDE GETS A GEN Z MAKEOVER TO RID ITSELF OF STUFFY IMAGE

The world-famous Michelin Guide has gotten a Gen Z makeover to rid itself of its stuffy image as it seeks to stay relevant in an age of food influencers.

The guide, which recognises some of the best restaurants in the world, can traditionally see venues awarded up to three of the prestigious stars - and can make or break reputations.

But while it was once arguably the only review that mattered to top chefs, the guide - first founded in the early 1900s to help motorists know where to dine - is now suffering from fierce competition.

The rise of food influencers and online reviewers can now send restaurants viral almost immediately - offering a boost to local cuisines that can see long queues form overnight.

As well as promoting previously unknown finds, the online world of influencing also offers diners a world of choice at often far cheaper prices than any Michelin starred restaurant. 

The Michelin Guide has now had to bring itself up to date to stay relevant to diners in the UK and around the world, who are increasingly focused on eating out but less interested in fine dining.

It comes amid a controversial history which has seen a range of famous chefs renounce their stars due to the 'pressure' which comes with them.

Most famously Marco Pierre White renounced his three Michelin stars in 1999 so he could spend more time with his family.

As part of its makeover, the Michelin Guide has now brought in a new star to appear to younger generations and environmentally conscious foodies known as the green star.

The award is given to restaurants assessed to be at the forefront of their field when it comes to sustainability.

The guide has also begun operating in more countries than ever before - with another 20, including India, on the cards for the organisation to send its reviewers to.

A recent addition has seen restaurants in Mexico become the latest recipients of the prestigious award.

But far from the world of French fine dining, it is increasingly local venues that are benefitting.

One such example is El Califa de Leon, a 56-year-old taquería in Mexico City that measures 3m by 3m and serves four types of taco.

With no room to sit and a devoted crew of longstanding regulars, the small store is a long cry from the likes of Fat Duck, The Ledbury and The Dorchester - all three-star restaurants here in the UK.

But the guide's modernising approach has not been welcomed by all - in 2019, it was accused of sacrificing its independence after granting stars to a series of restaurants in China.

Bosses awarded stars to ten restaurants in Guangzhou, southern China, as part of a deal with a local tourism board.

And despite efforts, the perception of Michelin starred restaurants continues to put pressure on chefs around the world. 

The guide claims: 'A Michelin Star is awarded for the food on the plate — nothing else. 

'The style of a restaurant and its degree of formality or informality have no bearing whatsoever on the award.' 

While that may be true in its newer venues, the Michelin awards will long be associated with luxury, expense and traditional fine dining. 

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2025-02-04T08:24:19Z