The Guide goes online – Michelin’s answer to shrinking circulation
Although highly regarded, the Michelin Guides have sunk in circulation over the past decade. Media reports peg the decline from 2000 to 2010 as being from more than 400,000 copies to just 107,000. To counter this bleak trend, it seems the Guide concept will shortly undergo a transformation.
French newspaper Le Monde reports the famous ‘red’ restaurant guides will soon gain a new internet presence. In several weeks time the new “Michelin Restaurants” website will go live. Restaurants will be able to advertise on the site for 69 euros per month, and even those restaurants recommended by Michelin will pay for their online presence. These favoured establishments will appear in a separate section of the site, however.
A further feature of the site is that visitors will have the chance to rate restaurants – something that has not gone down well with some head chefs. “If they allow comments to be made openly, a cry of protest from the sector will be heard,” commented well-known chef Alain Ducasse to Le Monde. Michelin assures it will implement rules regarding how the comment function shall operate.
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