Annual guide published by Michelin since 1900 — originally a free booklet of maps, gas stations, and restaurants to encourage motoring — which evolved into the world's most prestigious restaurant rating system, where receiving or losing a Michelin Star is a career-defining event for chefs.
The original and most successful example of content marketing — created not for editorial reasons but to make driving seem accessible and aspirational, thereby increasing tire sales — which inadvertently became the most authoritative and culturally powerful restaurant rating system in history.
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