Word: michelins
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...France, no one who likes to eat and sleep well would think of setting out on an auto trip without a fat little red book in his pocket. The book: the Guide Michelin, maker and breaker of restaurant reputations all over France and one of the smartest promotion stunts ever dreamed...
Last week the 1952 Michelin went on sale. A perennial bestseller (U.S. price: $3.75), the guidebook's print order is 200,000 copies, twice as much as the prewar figure. Its 880 pages are crammed with maps and tourist information of all sorts, with special emphasis on 8,000 hotels and restaurants...
...France, only seven restaurants* now rate Michelin's top billing of three stars; 62 rate two stars. One notable change: Paris' famed Tour d'Argent restaurant, where pressed duck has fed thousands of high-spending U.S. and European bons vivants, has lost its three-star rating...
Tires & Symbols. Frenchmen and foreigners alike rely on the verdicts of Michelin; over the years, the guidebook has built up a reputation for accuracy and incorruptibility. Its motto is Pas de piston, pas de pot de vin-roughly, "No pull, no bribery." Not a line of paid advertising is carried on its pages...
...guidebook was started at the turn of the century by Edouard and André Michelin, the bearded brothers who invented the first removable bicycle tire and are credited with the introduction of the pneumatic auto tire. With the advent of the horseless carriage, André Michelin figured that a reliable guidebook would give both tourism and the tire business a boost. He was right. Today the Michelin Tire Co., still family-owned, is one of the biggest in the world. Worth some $57 million, it has plants in France, Italy, Britain, Belgium, Spain and Argentina. Michelin loses about...