How Michelin Guide Becomes World

When your restaurant is awarded a Michelin Star, it is a sign that you've succeeded at the highest level as a chef. Two Stars and your restaurant is excellent. Three Stars and your restaurant is worth traveling to.  

📌 当你的餐厅被授予米其林星级时，这就表示，你作为一名厨师取得了最高水平的成功。米其林二星表示你的餐厅非常棒。米其林三星表示你的餐厅值得专门安排一次旅行去拜访。

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And it's actually for that last reason, traveling, that the Michelin brothers Ándre and Édouard started the Michelin Guide in 1900. The French entrepreneurs had started a tire company 11 years earlier, and they decided that a ratings guide for hotels and restaurants would compel the limited number of drivers to use up their tires and buy more.  

📌 正是因为最后这个原因，旅行，米其林兄弟安德雷和奥杜亚德在1900年创办了米其林指南。这对法国企业家早在11年前就已经创办了轮胎公司，他们觉得给旅馆和餐厅的一个评级指南将会促使为数不多驾驶员使用轮胎并且买的更多。

Yes, the Michelin that makes or breaks fine dining establishments around the world is the same Michelin that manufactures tires.  

📌 是的，米其林就是那个既决定世界各地高级餐厅成败也是轮胎制造的公司。

" From an image standpoint, it certainly has helped as a halo for a tire brand. Because tires, of course, aren't the sexiest product, " Tony Fouladpour, Michelin North America's director of corporate public relations, tells Business Insider.  

📌 “ 从形象的角度出发，这种方式确实有助于成为轮胎品牌的光环。因为轮胎 ，当然不是最性感的产品。” 托尼福拉德普尔，米其林北美公司公关总监，告诉商业内幕。

" The image of Michelin is that of a premium, high-quality brand. And some say that the Michelin Guide is the Bible of all dining guides, " he says.  

📌 “ 米其林的形象就是一个保险、高品质的品牌。对很多人而言《米其林指南》是所有餐饮指南的圣经 ”，他说。

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Back when the Michelin brothers decided to start the guide at the turn of the 20th century, there were only around 2,200 cars in France, the government had yet to establish an extensive road system, and gasoline had to be purchased at select pharmacies.  

📌 追溯到米其林兄弟决定开始建立指南的20世纪之交，在法国仅有2200辆汽车，政府还没有建立一个全面的道路系统，汽油必须得在特定的药店购买。

The Michelins were determined to turn vehicles from a novelty that took drivers to a Sunday picnic to a viable mode of transportation over long distances.  

📌 米其林兄弟决定将汽车从一个可以带着驾驶人去周日野餐的新奇事物变成一个长距离实际运输的交通工具。

They gave out guides that cataloged hotels, mechanics, and gasoline vendors throughout France. They even went as far as to put up homemade road signs to assist travelers.  

📌 他们发放指导手册，其中罗列了法国全国的旅馆、汽修厂和汽油供应商。甚至沿路放置自制的路标去帮助旅行者。

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As the tire company grew, so did their guide. They launched country-specific editions throughout Europe that became popular enough to compel the brothers to start charging for the booklets in 1920.  

📌 伴随着公司的发展，他们的《米其林指南》也在不断发展。米其林在全欧洲推出了各国定制的版本，《米其林指南》的大流行不得不促使他们在1920年对这本小册子收费。

In 1926, the guide expanded to the industry that made it famous — fine dining. Five years later, the three-star system was introduced. 

📌 在1926年，《米其林指南》扩展到了使其名声大噪的行业---高级餐饮业。五年之后，三星级评级系统被引进到了《米其林指南》。

The Michelin Guide, which is now in 24 countries across four continents and will debut in Brazil next year, is revered mostly for its critics, which Michelin calls "inspectors."  

📌 《米其林指南》之所以备受推崇主要是因为它的评论家，也就是米其林所说的 ” 检察员 “。现在它已经在4个大陆24个国家发行，明年会在巴西面世。

The inspectors are anonymous and barred from speaking to journalists. They all have an extensive background in the culinary arts, and many are former chefs, Fouladpour says. They all must pass official Michelin Guide training in France.  

📌 这些检察员是匿名的且禁止与记者交谈。他们在美食界都有深远的背景，很多以前都是主厨，福拉德普尔说。他们必须他们都必须通过米其林官方的指南培训。

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Unlike many food critics, they do not take notes while eating, and will often visit a restaurant multiple times unaccompanied before reaching a conclusion.  

📌 不像许多的食物评论家，他们不会在吃的时候做笔记，在得出结论之前会经常单独一人拜访餐厅很多次。

Michelin's high profile, especially in Europe, has come with some controversy, most notably when former French inspector Pascal Rémy released the book The Inspector Sits at the Table in 2004. He describes the job as lonely, underpaid, and increasingly lax in its standards. Michelin has dismissed the accusations but says plainly that the job of anonymously reviewing restaurants is not as glorious as some may think. 

📌 米其林的高大形象，尤其在欧洲，总是伴随着很多的争议，尤其是2004年自从前法国巡视员帕斯卡尔·雷米出版了《督察坐在桌旁》一书更是如此。他将这份工作描述为孤独、低薪、标准越来越马虎。米其林无视了这个控告，但是简单明了的说了这份工作是对餐厅匿名的审核，不是很多人想象中的那么光鲜亮丽。

It has also been accused of favoring French institutions. But Michael Ellis, the international director of the guide, says that all it takes is a look at the latest star selections to see that the accusation is stale.  

📌 它也被指责偏袒法国的餐饮业。但是《米其林指南》的国际总监迈克尔·埃利斯说，只要看看最近新入选的星级餐厅，你就会发现这种控告是站不住脚的。

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The Michelin Guide represents a minute fraction of a massive company, Fouladpour says, and rather than being profitable, it is mostly a brand-building tool and a way to build on tradition rooted in the company's founders.  

📌《米其林指南》只代表了这家大公司的一小部分，福拉德普尔说，它的目的不是为了盈利，而是在很大程度上品牌建立的工具以及建立传统的方式，这可以追溯到公司创办的初期。

The guide has been in the US for a decade now, beginning in New York City and then expanding to Chicago and San Francisco.  

📌《米其林指南》进入美国已经有十年了。始于纽约，然后在芝加哥和旧金山发展扩张。

Fouladpour tells us that Michelin is aware that even though the guide is gaining recognition in the US, many do not make the connection between it and the tire company.  

📌 福拉德普尔告诉我们，米其林意识到尽管《米其林指南》在美国已经获得了认可，很多人也没有把它和一家轮胎公司联系起来。

"We can't spend millions on a campaign telling people, 'Hey, we're the same company!'" Fouladpour says, laughing. "But it's nice when people make the connection. It's only been 10 years [in America]. Let's see what happens after 10 more."  

📌 “ 我们不可能花费数百万在活动上告诉人们 ‘ 嗨，我们是同一个公司的欸！’  ”福拉德普尔笑着说，“ 但是当人们将它们联系在一起的时候，是很棒的。在美国才十年，让我们期待下一个十年会发生什么吧 。”

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