You wouldn’t think that a rubber company and high-end restaurants would have a symbiotic relationship, but that was exactly the case with Michelin.
In 1900 France, the Michelin brothers sought to encourage people to drive their new automobiles more, thus using more of the Michelin tires. They published a free guide with area restaurants, hotels, gas stations, and points of interest to incentivize people to travel.
In 1926, Michelin started adding stars to their guide, further enticing people to go longer distances to partake in the highest-quality food. The coveted Michelin 3-star rating states that the restaurant is “worth a special journey.”
When you think of potential partners, broaden your scope beyond the closely related organizations. Tires and premium dining may not be an obvious combination, but it’s earned stars for both entities.
