It was just good business.
The Michelin tire company was founded in 1888 by the French brothers Andre and Edouard Michelin. At that time, there were only about 2,200 cars in France and those that owned cars usually used them within city limits. The roads outside of the city lacked signs and assistance. Because of this, few people spent time traveling, which limited tire sales. Andre and Edouard Michelin recognized if they could get people to travel more, it might improve tire sales.
In 1900, the brothers started the Michelin Guide. The early guide promoted the finest of restaurants and hotels to encourage traveling. Early on, the Michelin brothers looked for ways to promote travel beyond the guide too. For example, they made homemade road signs and lists of auto mechanics and gasoline vendors that were on the way to their highly-rated restaurants and hotels.
The plan worked. Not only did the tire company grow but the Michelin Guide did as well, becoming its own recognized entity. In 1926, the guide strictly focused on fine dining and a few years later the guide implemented the three-star system.
You can now find the guide in 24 countries and four continents.
