Podcast Summary: Marketing Made Simple

Episode Title: Why That Worked #9: Michelin Star—How a Tire Company Created the Most Prestigious Award in Food
Release Date: March 5, 2025
Hosts: Donald Miller & Kyle Reed
Presented by: StoryBrand AI

1. Introduction to the Episode

The episode kicks off with Bobby Richards introducing the new podcast series, "Why That Worked," a spin-off from "Marketing Made Simple." He emphasizes that each episode will delve into the reasons behind the success of various brands, trends, and cultural phenomena, providing actionable insights for listeners. He invites the audience to subscribe to the StoryBrand YouTube channel or follow the podcast on their preferred platform to catch new episodes every Monday.

2. Personal Anecdotes on Memorable Meals

Donald Miller and Kyle Reed start their conversation by sharing their favorite meals and dining experiences. Kyle reminisces about his best meal at Nomad in New York City, highlighting the unique "hot dog in a croissant bun" crafted by chef Will Geta [03:13]. Donald shares his fondness for comfort food, specifically mentioning flavored nacho cheese hamburger helper as a favorite from his upbringing [07:59].

Notable Quote:

Kyle Reed (03:22): “The meat was just made in-house... that was the best thing I've ever bitten into in my life.”

3. Transition to Michelin Stars and Restaurant Excellence

The dialogue shifts to the topic of Michelin stars, with both hosts discussing their limited experiences with Michelin-starred restaurants. Kyle underscores the challenge and prestige associated with earning such awards, while Donald reflects on memorable dining experiences that combine excellent food with great company [11:10].

4. The Role of Competition in Culinary Excellence

Kyle explains how Portland, Oregon's competitive food truck scene fostered culinary excellence, leading to the rise of exceptional brick-and-mortar restaurants like Le Pigeon [10:00]. He contrasts this with the burgeoning food scene in Nashville, highlighting how increased competition elevates overall quality.

Notable Quote:

Kyle Reed (13:44): “I think culinary is the hardest of all [art forms]. Consistently creating great art in the form of a plate of food is harder than any other.”

5. Perceptions and Challenges of Achieving Michelin Stars

The hosts delve into the subjective nature of Michelin ratings. Kyle argues that culinary arts are uniquely challenging due to the perishability and constant evolution of food, making consistency a significant hurdle [14:12]. They discuss how Michelin inspectors counteract subjectivity by conducting multiple visits over years to ensure consistent excellence [16:11].

Notable Quote:

Kyle Reed (15:15): “Everything is constantly changing while you're creating it. To keep that up in terms of consistency, I would think would be... that’s why it’s the hardest form of art.”

6. The History of the Michelin Guide

Donald Miller provides a historical overview of the Michelin Guide, explaining its origins as a tool to sell more tires by encouraging driving. Over time, the guide evolved to focus on restaurant quality, establishing criteria and trust with its audience [21:18].

Notable Quote:

Donald Miller (21:45): “The guide was so good, the maps were so good that most in World War I, the Allied troops used them as guides because the maps were so well made.”

7. The Impact of Trust and Consistency in Ratings

The conversation highlights how Michelin’s commitment to excellence and rigorous evaluation processes have built trust. Kyle emphasizes that maintaining high standards without pandering for sales ensures the integrity of the Michelin stars [24:15].

Notable Quote:

Kyle Reed (25:06): “We're going to underwrite it so that we actually get the most objective or the best, that it's disassociated from pandering for dollars.”

8. The Human Element in Pursuing Excellence

Kyle shares personal stories illustrating the profound impact of excellence combined with humility. He recounts his interactions with notable figures like Charles Koch and experiences at prestigious restaurants, emphasizing that true excellence involves seeing others as equals and uplifting them [33:17].

Notable Quote:

Kyle Reed (34:34): “The whole point of this episode... the only benefit of excellence is that you can actually make other people... you can heal their souls if you are excellent.”

9. Introduction of New Segment: "What Also Worked"

Towards the end, Donald and Kyle introduce a new segment titled "What Also Worked," where they discuss additional successful endeavors that may not warrant a full episode. Donald mentions the documentary "I Am Tim" about artist Avicii, and Kyle recommends "City of Gold," a documentary about LA food critic Jonathan Gold, praising its insightful and well-written reviews [36:03].

10. Conclusion and Final Thoughts

The episode wraps up with reflections on the relationship between excellence, trust, and human connection. The hosts reiterate the importance of maintaining high standards and treating others with respect to foster admiration and loyalty.

Notable Quote:

Kyle Reed (35:11): “We want the best, but yet we want to know what the best is. We want to experience.”

Key Takeaways:

• Michelin Stars as a Marker of Excellence: Originating from a tire company's need to promote driving, the Michelin Guide evolved into a respected culinary standard through rigorous and consistent evaluation.

• Competition Drives Quality: Highly competitive environments, like Portland’s food truck scene, can elevate overall culinary standards and foster innovation.

• Trust and Consistency are Crucial: Maintaining trust through consistent quality is essential for the credibility of any rating system or award.

• Human Connection Enhances Excellence: Achieving high standards while maintaining humility and treating others as equals creates a powerful and positive impact.

• The Art of Culinary Excellence: Unlike other art forms, culinary arts face unique challenges in consistency and perishability, making excellence particularly difficult to maintain.

Recommendations:

• For Aspiring Restaurateurs: Focus on consistency, trustworthiness, and creating a unique yet accessible dining experience to strive for excellence akin to Michelin-starred establishments.

• For Marketing Professionals: Understand the importance of providing clear, consistent value and building trust with your audience to achieve long-term success.

• For Listeners: Explore documentaries like "I Am Tim" and "City of Gold" to gain deeper insights into the journeys of artists and critics who embody excellence in their fields.

This episode offers a compelling exploration of how the Michelin Guide transformed from a practical tool for drivers into the pinnacle of culinary recognition. Through engaging personal anecdotes and insightful discussions, Donald Miller and Kyle Reed unravel the intricate balance between excellence, trust, and human connection that makes the Michelin Star a symbol of prestige in the food industry.