In 1889, Édouard Michelin and his brother André Michelin were
running a farm implement business in France. One day, a cyclist stopped by with
a pneumatic tire that needed repair. The repair took a couple of days, in part
because tires in those days were glued to their rims. Édouard came up with a
better way – a removable pneumatic tire – which the brothers patented. Before
long, they owned rubber plantations in Vietnam and were supplying tires
for all sorts of vehicles. In an attempt to get people to wear out their tires
faster (and need to buy more) Michelin published guidebooks, providing
directions to hotels, gas stations, garages, and especially restaurants.
Eventually, they started adding star ratings to their guides. One star meant an
eatery was worth a stop; two meant it was worth a detour. Three stars meant the
place was worth a separate trip. Michelin invented gastronomic tourism to make
us burn more rubber.