Magazine article ADWEEK

Michelin's 3-Star Marketer

Magazine article ADWEEK

Michelin's 3-Star Marketer

Article excerpt

You've probably never heard of Claire Dorland-Clauzel, even though she's among the world's most important culinary figures. Dorland-Clauzel is svp of brands (the French equivalent of the CMO) for Michelin, whose restaurant Red Guide is now in its 114th year. Sure, Zagat might be Americans' ready reference--but Michelin is, as chef Paul Bocuse said, the only guide that matters. Ignoring the vogue for crowd-sourced reviews, Michelin relies on a team of anonymous experts who confer ratings of one to three stars--and one star can make or break a place overnight. Michelin just issued the 10th edition of the Red Guide for New York. We rang Dorland-Clauzel in Paris.

Restaurant reviews have been supplanted by user-generated (meaning: amateur) ratings. How can Michelin stay relevant? It's a good question. People need a guide with selections made by professional, anonymous reviewers who are able to deliver true advice on the quality of the ingredients. Of course, there are some people who prefer to have the opinions of other customers, and that's fine. But we think we have true knowledge in making the selections of a good guide.

There are so many food trends going on at any given time--how do you keep up with them all? I travel all over the world. I was in New York for the launch of [the 10th edition of] the Red Guide. And I have my mobile devices with me. I look at all media, social media. I'm already connected before going to my office in the morning.

A single star awarded or taken away by Michelin is enough to make or break a chef's career. …

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