Twilight of the Idols

Abstract

At a time when warnings about closures of Michelin-starred restaurants are multiplying across Europe against a backdrop of economic crisis, it is essential to document the evolving visibility of the Michelin Guide, which has dominated the culinary world since 1926. This study shows that the relative Google search share for the Michelin Guide has dropped by 85% since 2004, amid the rise of competitors such as Le Fooding in France, particularly in the Île-de-France region.

This decline reflects a dilution of the guide's share of attention within the overall volume of web queries, rather than a sevenfold drop in the absolute number of interested users (given the massive growth in total internet search volume over the same period). In terms of online searches, relative interest in the Red Guide now approaches that of Le Fooding in the Paris area. However, its search share remains more resilient abroad, where the guide is strategically expanding its operations. The study thus points to alternative paths to recognition, less costly and carrying lower financial risk, within the culinary landscape.

Design: Victor B. Gergaud

Photo credit: Edgar F. Gergaud