Michelin-starred Beijing-starred restaurant, no internal taste
Editor’s note: This article comes from WeChat public account “ Mirror Entertainment ” (ID: jingxiangyule), author Ashley, editor in East China.
The Michelin star restaurant list turned out to be a public demining list?
The Michelin Guide 2020 Beijing was announced on November 28. Xinrongji (Xinyuan South Road) became the only Michelin Samsung restaurant on the list, Jing Zhaoyin and Wulixiang received two stars, and 21 restaurants including Da Dong became one Michelin star restaurants.
In addition to the list of “Stars”, at the same time, there were also 62 “Michelin Plates” restaurants with the potential to pick stars, and 15 of them “being inconspicuous but providing excellent value for money” “Denjian” restaurant has been announced in advance on November 18.
The Michelin Guide, which has always been regarded as the “Oscar” of the catering industry, was mocked when it first entered Beijing. In response to the list released this time, netizens have said: “Michelin must have misunderstood Beijing,” “standard is expensive and unpalatable,” and some even suspect that there is moisture in it.
The century-old Michelin Guide is facing serious soil and water disapproval in China due to selection criteria and commercial factors. Food recommendations and store marketing on the local short video platform are in full swing. Michelin is not as convinced as “water and soil”, is it not as good as Chinese food?
Hundred years of “chasing stars”
“No business” has always been the label of Michelin.
In 1894, a pair of French brothers founded the Michelin Tire Company. At that time, cars were just born and the industry was just beginning, and novice drivers did not know the road conditions. Michelin, who had great marketing thinking, launched a free “Red Book” at this time. Drivers can follow the instructions of the “Red Book” to drive, dine, refuel, and stay. As a result, tire wear has increased, and Michelin tires have opened up sales. This is a “curve to save the country.”
It is worth mentioning that, around 1900, France, as a major automobile manufacturer, had an annual output of only 4,800 vehicles. The audience of the “Red Book” is mainly the rich.
As the information provided by Michelin becomes more and more detailed and user-friendly, meticulous to the price of the restaurant, which way is not suitable for opening, brand credibility is also established. In 1920, Michelin began sending full-time gourmet scouts to evaluate cuisine. Ten years later, Michelin launched the star rating system, and the Red Book was upgraded to a paid Michelin Red Guide, which is equivalent to transforming from a life service platform to a gourmet app.
Michelin’s gourmet guide for wealthy Europeans, admiring fine restaurants with beautiful surroundings and sophisticated cuisine. Mysterious gourmet investigators need to investigate not only the quality of the dishes, cooking skills, chef creativity, but also restaurant decoration, environmental comfort and restaurant service levels.
There is a description in the book “Michelinians Control the Empire”: From the time you call to make a reservation until you walk into the restaurant door, did the waiter say hello to you, and you will have a good meal at the end of this meal Everything is commentable. People at other tables, the environment, the wine list, and even the salt shakers and glasses can all have an impact. Newspaper for a big restaurant