The role of guides in artistic industries

Abstract

PurposeThe haute‐cuisine industry must cope with two, apparently antagonist demands from customers: providing reliable advice about the choice of restaurant, while concurrently preserving the “magic of discovery” and creativity every haute‐cuisine restaurant should provide. This paper has the objective of analysing how the Michelin guide “star system” operates as a “signalling device” in the industry, and handles these two market requirements. The research also explores how secrecy contributes to preserve chefs' creativity for the benefit of customer satisfaction.Design/methodology/approachThe research is derived from 20 exploratory field interviews of chefs belonging to the “star system” in France, Switzerland and the UK.FindingsField research and analysis reveal the pressure to minimize type II errors, i.e. of selecting restaurants that do not merit inclusion and, consequently, increase type I errors. This behaviour explains the stability, reliability and consistency of the system.Research limitations/implicationsFurther research is needed to analyse the extent to which the phenomenon observed in the haute‐cuisine industry is manifest in other artistic (i.e. fashion) or hospitality (i.e. hotels) related sectors.Practical implicationsThere is no unique route to the star system. The best way for chefs to increase the odds to get promoted is to focus on quality, develop their own style and be patient. The policy of the Michelin guide opens the door for competing guides willing to take more risk of type I errors.Originality/valueThis exploratory research is the first attempt to analyse the role of gastronomic guides in the haute‐cuisine sector.

La cocina de producto: seña de identidad y recurso de comunicación en la alta restauración en España

“…A los restaurantes, con independencia de su estilo de cocina, se les valora la calidad de sus productos, la regularidad y personalidad de su cocina, la relación calidad-precio, el dominio de la técnica y la creatividad del cocinero (Eren & Güldemir, 2017). A pesar de que como cualquier sistema de valoración es una guía cuestionada por algunos profesionales de la cocina o por otros prontuarios, es una autoridad reconocida y no cabe duda de su dominio institucional sobre la alta cocina contemporánea (Surlemont, 2005). Posee un sistema estandarizado de criterios para sus valoraciones: es independiente, carece de publicidad y sus inspectores son empleados regulares de Michelin, anónimos, formados en restauración, pagan sus comidas y visitan varias veces el restaurante que van a calificar.…”

Superstar Effects in Deluxe Gastronomy – An Empirical Analysis of Value Creation in German Quality Restaurants

“…Yet, from a qualitative viewpoint, deluxe restaurants play a key role as they define trends, shape expectations and set quality standards for the entire gastronomy sector. The chefs operate in a market that is driven by creativity, individuality, and the striving for perfection (Surlemont and Johnson, 2005).…”

“…Then, chefs will try to comply with that standard to be promoted. Surlemont and Johnson (2005, p. 585) quote a chef who points out that making the criteria public could lead to a ‘McDonaldization’ of Haute‐Cuisine restaurants.…”

“…The guides' top priority is minimizing beta errors, i.e. giving high ratings to restaurants that are just average (Surlemont and Johnson, 2005, p. 582). This goal implies rigorous rating.…”

“…For a chef, this “qualification period” procedure involves high risks in terms of investment in the restaurant: high‐quality input like exquisite ingredients, excellent personnel, and prime ambience are costly, and higher revenues are hard to realize prior to the rating promotion. Minimizing beta errors further maximizes alpha errors: some restaurants are not promoted even though they deserve it (Surlemont and Johnson, 2005). These aspects carry the danger of operating at higher costs (due to investment in high‐quality input) without realizing higher revenues.…”