FACTBOX: Tire maker's ulterior motive behind gastronomy guide

The prestigious Michelin Guide arrived in Denmark Monday evening, celebrating culinary excellence by awarding stars to restaurants across the Nordic region. Many associate the name Michelin with its iconic mascot, Bibendum, the portly Michelin Man, but the guide's origins lie with the French tire manufacturer itself.

Founded in August 1900 by tire maker André Michelin, the guide's initial purpose was to serve motorists. Early editions included practical information such as where to find gasoline and places to eat and stay. The underlying strategy, it is said, was to encourage more driving, which would lead to increased tire usage and, consequently, boost the tire manufacturer's business.

The famous Michelin stars were introduced in the 1920s. Restaurants are now evaluated by a team of anonymous inspectors, who are seasoned professionals from the restaurant industry. These inspectors visit restaurants multiple times before awarding stars. Michelin covers thousands of dining establishments in over 30 countries across three continents and is published both in book form and digitally.

Beyond the highest-tier restaurants, the Michelin Guide also recommends more affordable, quality dining options through its "Bib Gourmand" listings. The guide's rigorous evaluation process ensures that its recommendations maintain a high standard of culinary quality.