The Global Restaurant Investment Forum in 2016 is powered by Michelin, who have been active in the world of gastronomy since 1900.
Thanks to the professionalism and rigorousness of its inspectors in their testing, the MICHELIN guide has become an essential reference worldwide. But what are their current business objectives? What was behind the decision to acquire BookaTable and why they are using GRIF as a platform to share their vision to the industry. Nicholas Beaumont, CEO, Michelin Travel Partners explains more:
What was behind the decision to partner with the Global Restaurant Investment Forum?
For Michelin, being present at GRIF represents a great opportunity to explain to professionals and restaurant market investors that the Michelin Group is a major economic player that creates value for restaurants, and with activities that go far beyond the work of the MICHELIN guide inspectors.
What are your current business objectives at Michelin?
Our goal is to become a leader in restaurant industry services, and not only in the selection of restaurants. These service offerings are wide ranging and cater to both professionals and the general public.
In BtoB, we help restaurateurs to develop their business (online booking widgets, table management solutions, online visibility, sales activities etc.) but also for governments, local authorities and tourism organizations to promote their regions (diagnostics based on our knowledge of gastronomy and the locations visited by inspectors in countries or regions).
The BtoC offer provides consumers with a number of services including digital (web and mobile) as the Michelin guide selection is geolocated on mobile, an online booking service available 24 hours a day, with special offers.
What was behind the reason of acquiring BookaTable?
The Group’s intention was to accelerate its development in the online restaurant reservation market in Europe. In addition to giving it a presence in many European countries where BookTable is already established, this acquisition strengthens and accelerates the development of Michelin’s technology platform for online restaurant reservations. It will enable it to develop both the quality of service offered to customers and new services in order to build the offers of the future.
With this acquisition Michelin is able to capitalise on its traditional experience in the restaurant industry and becomes the European leader in the online restaurant reservation market in Europe. Michelin will be able to roll out its offering in new countries in the future – in particular in Scandinavia.
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