Michelin says it sent food reviewers to Burger King after the fast-food chain begged for a chance to be awarded one of its coveted stars

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Two Michelin reviewers visited two Burger King restaurants in Luxembourg and Belgium to see whether the fast-food chain deserves one of its coveted stars.

The inspectors both ordered a full meal, including Burger King’s Master Angus burger, Michelin told Business Insider. The reviewers remained anonymous during their visit to ensure staff didn’t give them preferential treatment.

The inspectors then drew up a report based on the five criteria of the Michelin Guide: product quality; mastery of cooking techniques; the personality of the chef in their cuisine; harmony of flavors; and consistency between visits.

See more: Here’s how Burger King, Chipotle, Domino’s, and Subway are adapting their marketing as customers move to a delivery-based future

The two inspectors will meet to discuss their visits and decide whether to award a star to Burger King.

But the chain will have to wait until November 1 to see whether Michelin has included it in its next guide for Belgium & Luxembourg.

“You will be served on a tray,” says Burger King

The Michelin inspection comes after Burger King in Belgium and Luxembourg launched a petition last month to get a Michelin star for its new Master Angus burger.

“We know very well that ‘Burger King’ and ‘Michelin star restaurant’ don’t mix,” Burger King Belgium CEO Kevin Derycke wrote on the petition.

We want… no, we need… no, we DESERVE a Michelin star for our Master Angus! Sign this petition and help us get one! #MasterAngus #BurgerKing

— Burger King Belgium Gaming (@BurgerKingBE_GG) September 23, 2020

Rather than silver cutlery, satin tablecloths, and valet parking, reviewers will be faced with paper napkins, finger dining, and a drive-thru, Burger King Belgium CEO Kevin Derycke joked.

“And yes, you will be served on a tray,” he told Michelin reviewers.

“Who said you needed silver service?” Michelin responded.

The Michelin Guide was launched to sell tires

The Michelin brothers, who were French car tire manufacturers, launched the Michelin Guide with maps, hotel and restaurant information, and tire repair advice in 1900. Their aim was to encourage more people to drive — and in turn, buy more tires — at a time when there were fewer than 3,000 cars in the country.

Over the decades this expanded to include a more comprehensive restaurant guide. The brothers also started to charge for the guide, and removed the paid-for advertisements previously included.

As the influence of the guide grew, the brothers recruited a team to visit and review restaurants anonymously.

The guide first awarded a single star to the highest-quality restaurants in 1926, but five years later it expanded this so that restaurants could be awarded up to three stars.

SEE ALSO: Burger King and Ronald McDonald kiss in a new ad to celebrate Helsinki Pride

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Source:: Business Insider


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