Michelin expands restaurant guides as part of Asian growth push
Paris
MICHELIN, facing fierce competition from lower-cost Chinese tyremakers as it expands in Asia, is counting on a little luxury splash from haute cuisine to boost its brand image.
The French company is introducing its eponymous restaurant guide for Bangkok in December as part of a broader effort to increase the brand's appeal in Asia. In July it bought a 40 per cent stake in the US-based Robert Parker wine guide, which hosts tasting events on the continent, including in Singapore, Hong Kong and Macau, where Michelin already has food guides.
While selling tyres may seem to have little to with finding a tasty coq au vin at a fancy restaurant, Michelin sees the unprofitable guides as helping to position its brand as high quality as it goes up against China's Shandong Linglong Tyre Co and Aeolus Tyre Co. The company …
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