Michelin Guide chief on expanding into new culinary territories

Founded in 1900 by French tire makers, the Michelin Guide began as a practical handbook for motorists before evolving into a global benchmark for gastronomy and hospitality.
In an interview, Michelin Guide international director Gwendal Poullennec said the guide has transformed from a travel aid into a “lifestyle reference” that now shapes culinary trends and tourism worldwide. The famous star system, introduced in the late 1920s, has become one of the most influential ratings in global dining.
Poullennec said the guide’s reach has expanded significantly as new food scenes emerge across the world. He noted that Michelin now operates in more than 70 countries and sees food as a key driver of cultural identity and economic development.
He highlighted Thailand as an example, where Michelin’s entry 10 years ago began with Bangkok and even included street food vendors. This, he said, helped elevate local cuisine onto the global stage and supported the growth of a more high-quality restaurant scene across the country.
Describing the guide’s impact, Poullennec said earning a Michelin star can be “life changing” for chefs and can also boost entire destinations by influencing travel patterns. He added that food culture plays a major role in shaping tourism flows.
Addressing its portrayal in popular culture, he acknowledged the mystique around Michelin inspectors, describing the system as operating “like an intelligence service” due to its anonymous evaluations designed to ensure fairness and consistency.
He also said the guide continues to serve as a form of French cultural influence abroad, with French gastronomy still strongly represented among Michelin-starred restaurants globally. However, he stressed that the guide increasingly embraces diverse food cultures by training inspectors in regional cuisines and adapting to local contexts.
Responding to criticism that a single global standard might not fit all cuisines, Poullennec said Michelin combines international expertise with local knowledge to fairly evaluate different food styles. He added that diversity in restaurant offerings has grown significantly as global culinary scenes continue to expand.
On expansion, he said Michelin only enters new regions when the culinary landscape is mature enough, with sufficient quality, creativity and dynamism. He noted that while some countries still lack Michelin coverage, including India, their food cultures are already recognised through chefs abroad.
Poullennec suggested that more regions, including parts of Africa and India, are likely to be added in the future as Michelin continues to expand its global map. — Reuters