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.