• Food Story Media

3 Trends in Michelin-Starred Restaurants 2022

Updated: Mar 29


Michelin Guide books on the shelf.
Michelin Guide

Trendwatching Quote, Transparency

Have you ever wondered which trends are rising amongst Michelin-starred restaurants, but have found it’s a real struggle to find any valuable information on the topic? As the Michelin Guide maintains their ever-so-mysterious ways, restaurants are left in the dark as to which direction hospitality is headed. Since we’re regularly on the scene with our restaurant partners, we’ve acquired some juicy insight over time, and in this article we’re going to give you the inside scoop on which course *pun intended* our industry is taking.



#1 Storytelling

The first, most common, and of course our favourite trend in Michelin-starred restaurants is storytelling. Storytelling is a strong method of marketing that exudes a brand’s personality, set of values, and inspiration. Michelin-starred restaurants and chefs around the world are now telling their stories through mini-documentaries, photography, videography, social media, and cinematography to consistently connect with their audience on an intimate, emotional level - bringing attention and focus to the details of their evolving journey.


Why do Michelin-starred restaurants choose Storytelling?


Storytelling has proven to be the most effective way to create a relationship with your consumers as its personal and humanistic approach allows the audience to connect on a deeper spectrum. Through storytelling, brands are able to communicate their thoughts, services, and values in a more authentic way. This direct method of marketing helps brands to steer clear of false narratives created by external mediums (such as food critics). Storytelling has certainly surpassed the formal, automated ads of the past, and has become the new standard for keeping brand integrity at the forefront.

Michelin House London

When brands make a conscious effort to reach their community, they break

through the corporate veil and cultivate an engaged audience with a strong sense of brand loyalty. This also provides brands with exclusive access to thorough consumer feedback and unique preferences. The raw and unfiltered, ‘this is who we are, what we’ve been through and what we've done’ concept of storytelling gives the brand’s community a chance to become engrossed in, empathise with, and become emotionally invested through aligned experiences or ethea. In our industry’s case, the restaurant’s, chef’s, and team’s true essence. This creates brand transparency which results in longstanding trust; something that consumers will reflect upon before choosing to pay for a premium experience at a Michelin-starred restaurant.


#2 Transparency