The Michelin Guide Is No Longer the Only Tastemaker in Town

How is it adapting to changing eating habits?

For over a century, the Michelin Guide has defined fine dining, bestowing stars like sacred seals of approval. To earn a Michelin star once meant the pinnacle of gastronomic excellence—precision, discipline, and tradition, often in the form of white tablecloths, hushed service, and a tasting menu worthy of a ceremony. But in 2025, the world of food looks very different. Diners now crave more than perfection—they want authenticity, sustainability, and experience. So, where does the Michelin Guide fit in a world of TikTok food tours, vegan pop-ups, and kimchi tacos? More importantly, how is it evolving?

Democratization of Taste

Today, anyone with a phone and an appetite can influence dining decisions. Social media platforms like Instagram, YouTube, and TikTok have redefined food criticism. Influencers and food content creators—many with no culinary training—draw millions of followers by showcasing everything from street food gems to budget-friendly bistros. These new tastemakers are agile, visual, and relatable, breaking down the formality that once separated fine dining from everyday meals.

The Michelin Guide has taken note. In recent years, it has expanded its digital presence, created an app, and engaged younger audiences through social content and behind-the-scenes videos. The once-opaque selection process has become more transparent, and the Guide now highlights not only luxury restaurants, but also casual spots that offer exceptional quality and value.

Embracing Cultural Diversity

Another major change is the growing celebration of global cuisines. A decade ago, fine dining was synonymous with French or Italian cuisine. Today, street food stalls in Bangkok and ramen bars in Tokyo are earning stars. The Guide is actively expanding into regions like the Middle East, South America, and Southeast Asia, bringing to light culinary traditions that were previously ignored by mainstream European critics.

This widening lens doesn’t just diversify the types of restaurants being reviewed—it also diversifies the audience. Diners from more backgrounds and budgets can now see their tastes represented in the Guide.

Would you like to be featured in the Michelin guide and to grow your business?

At We Are Food, we understand that standing out in today’s dynamic food scene requires more than great food—it takes strategic communication, engaging content, and the ability to connect with the right audience at the right time. Whether you're aiming for recognition in guides like Michelin or simply want to build a loyal local following, our team of hospitality and gastronomy marketing experts is here to help. From social media management to PR campaigns and content creation, we craft tailored strategies that grow your visibility and bring new guests through your doors. Ready to elevate your restaurant’s presence? Get in touch with us and let's start cooking up success together.