MICHELIN GUIDE

Michelin Guide’s Digital Transformation

For nearly a century, the Michelin Guide had been a stamp of quality sported by chefs and restaurants, primarily relayed to consumers via entertainment and the media. However, the Michelin Guide’s own website had very low visitation, app store ratings and usage of its multiple country-specific apps were low, and sales of the book were getting close to non-existent.

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The Tablet team brought significant digital expertise to the Michelin Lifestyle business and illustrated the potential of a more digital Guide by adding the global restaurant selection into the Tablet app in late 2019. This convinced the leadership team that we had the taste and talent to transform the Guide’s digital footprint.

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Tapping into Tablet’s backend technology, Tablet’s mobile team took on development of a new global Michelin Guide mobile app, while we managed an outside tech vendor to build interactivity and transactional capability into Michelin Guide’s website — transforming the Michelin Guide from an online list to a global travel platform.

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• From multiple mobile apps, to one global multi-language iOS and Android app

• User registration and account functionality

• Restaurant reservations via integration with Resy, OpenTable, The Fork, and more

• Hotel rates, availability and booking

• Bookmarking and list functionality

• User ratings and reviews