Why is there no Michelin Guide in Australia? Simple: nobody has paid for it. Michelin charge over $1,000,000 per year - often paid by government and tourism bodies around the world - to review new markets. Do our restaurants, in my view amongst the most exciting in the world right now, need another guide or international accolades? Maybe not. Do they deserve it, and should more be done to ensure they’re part of the global conversation? Absolutely yes. And there’s an opportunity for government (tourism, trade, culture) to partner with brands and corporates (those wanting to engage with a global food-loving audience) to be part of supporting our chefs and restaurateurs internationally, bringing global food travellers to our shores, and helping build the local hospitality community and economy for the future. Only a matter of time. Watch this space.
Jason Fielding
4mo
Genuine question Ben, does it really matter? Do people still use Michelin guides in today’s world? I would have thought there are better more relevant ways to reach new audiences?
Simon Thomsen
4mo
Compared to what we spent on getting Reed Business to pay attention to us for a few months, I’d argue that $1m is a far better ROI.
David Mackintosh
4mo
Much better value than W50B that is for sure. An annual Michelin Guide to Australia places us on the global stage. There are so many restaurants in Australia that are “worth a detour”
Founder @ Understory | Business of Global Creators, Brands, Media and Entertainment
4moThanks for starting the conversation Dani Valent x Gourmet Traveller.