A research on customer experiences and perceptions for Michelin starred restaurants

Abstract

Michelin Guide is one of the well known world-recognized restaurant rating systems. This guide gives star symbols to restaurants that meet certain standards. Being a Michelin-starred restaurant in gastronomy sector is very important in terms of prestige. Having a star is becoming a factor that significantly affects customer potential as it means attesting to the flavour and ambience of restaurants. In this research, which measures consumers' perceptions of choosing Michelin restaurants, consumer reviews from Tripadvisor site were evaluated and to understand point of view of chefs and the managers a face to face interview conducted to 9 Michelin restaurants. The purpose of the study is to investigate the reasons that drive consumers to visit Michelin starred restaurants and to understand their perceptions. The research found that consumers are curious about Michelin restaurants, preferring to experience different titles such as food quality, hospitality, service and decoration from other restaurants. In addition, consumers who prefer Michelin restaurants evaluate the service as a whole, and the issues they care about come after the quality of the food.