{"669633":{"#nid":"669633","#data":{"type":"news","title":"Michelin Guide Validates Atlanta\u2019s Culinary Scene, Georgia Tech Experts Say","body":[{"value":"\u003Cp\u003EJoining the ranks of the top culinary scenes around the world, Atlanta will become the ninth U.S. destination to receive an evaluation from the \u003Ca href=\u0022https:\/\/guide.michelin.com\/th\/en\/michelin-guide-inspectors#:~:text=Independence%3A%20Michelin%20Inspectors%20are%20employees,in%20full%20to%20ensure%20independence.\u0022 rel=\u0022noreferrer noopener\u0022 target=\u0022_blank\u0022\u003Eanonymous Michelin Guide inspectors\u003C\/a\u003E before the launch of the city guide this fall with the assistance of the Atlanta Convention and Visitors Bureau.\u0026nbsp;\u0026nbsp;\u003C\/p\u003E\r\n\r\n\u003Cp\u003EAsk any Georgia Tech student what makes up a star, and they\u0027ll likely be able to tell you that it is comprised primarily of hydrogen and helium. Michelin stars, however, are made up of top-quality ingredients, mastery of cooking techniques, consistency, and personality. Worldwide, \u003Ca href=\u0022https:\/\/guide.michelin.com\/en\/restaurants\/1-star-michelin\/2-stars-michelin\/3-stars-michelin\u0022 rel=\u0022noreferrer noopener\u0022 target=\u0022_blank\u0022\u003Eless than 3,500 restaurants\u003C\/a\u003E have received at least one Michelin star, and \u003Ca href=\u0022https:\/\/guide.michelin.com\/en\/us\/restaurants\/3-stars-michelin\u0022 rel=\u0022noreferrer noopener\u0022 target=\u0022_blank\u0022\u003Ejust 13 U.S. restaurants have earned a three-star rating\u003C\/a\u003E from the Michelin Guide \u2013\u2013 the highest possible honor. A green star is the latest addition to the guide, awarded to restaurants deemed to be leaders in sustainable gastronomy.\u0026nbsp;\u0026nbsp;\u003C\/p\u003E\r\n\r\n\u003Cp\u003E\u0022I think it fits in with Atlanta\u0027s recent globalization,\u0022 \u003Ca href=\u0022https:\/\/www.scheller.gatech.edu\/directory\/faculty\/oettl\/index.html\u0022 rel=\u0022noreferrer noopener\u0022 target=\u0022_blank\u0022\u003EAlex Oettl\u003C\/a\u003E, a professor of strategy and innovation at the Scheller College of Business, said. \u0022It\u0027s becoming more of an international city. \u003Cspan\u003E\u003Cspan\u003E\u003Cspan\u003E\u003Cspan\u003E\u003Cspan\u003E\u003Cspan\u003E\u003Cspan\u003E\u003Cspan\u003E\u003Cspan\u003E\u003Cspan\u003E\u003Cspan\u003EWe\u0027re home to numerous Fortune 500 companies, but the guide is a recognition that Atlanta is a destination for food as well. Atlanta is already a transport hub with the world\u0027s busiest airport, but if people realize the quality of the food scene here, I think it could help more people stay in Atlanta and spend a night instead of just connecting through.\u0022\u003C\/span\u003E\u003C\/span\u003E\u003C\/span\u003E\u003C\/span\u003E\u003C\/span\u003E\u003C\/span\u003E\u003C\/span\u003E\u003C\/span\u003E\u003C\/span\u003E\u003C\/span\u003E\u003C\/span\u003E\u003C\/p\u003E\r\n\r\n\u003Cp\u003EWhile there is no guarantee that the guide inspectors will award a star to any metro Atlanta restaurant, it does stand to invite more diners to explore the diverse options around the city. The Visitor\u2019s Bureau brought the guide to Atlanta for $1 million, which Oettl believes will prove to be a worthy investment that will keep travelers in the city.\u0026nbsp;\u0026nbsp;\u003C\/p\u003E\r\n\r\n\u003Cp\u003EThe guide was first published by the tire conglomerate in France in 1920 as a tool to attract motorists in search of a good meal. It has since become one of the most renowned publications in the restaurant industry, spanning \u003Ca href=\u0022https:\/\/guide.michelin.com\/us\/en\/about-us\u0022 rel=\u0022noreferrer noopener\u0022 target=\u0022_blank\u0022\u003E30 territories and three continents\u003C\/a\u003E and garnering consumer trust worldwide.\u0026nbsp;\u0026nbsp;\u003C\/p\u003E\r\n\r\n\u003Cp\u003E\u003Ca href=\u0022https:\/\/www.scheller.gatech.edu\/directory\/faculty\/rajavi\/index.html\u0022 rel=\u0022noreferrer noopener\u0022 target=\u0022_blank\u0022\u003EKoushyar Rajavi\u003C\/a\u003E is an assistant professor in Scheller College whose research highlights how consumers perceive brands and how brands build trust. For the Michelin Guide, he believes it\u0027s in the formula.\u0026nbsp;\u0026nbsp;\u003C\/p\u003E\r\n\r\n\u003Cp\u003E\u0022The process is designed to ensure these inspectors are not influenced by anything other than the quality of the food or the experience they have in these restaurants. Once you have a rigorous process in which other elements and incentives are not polluting it, that leads to reliable outcomes. Over time, people see that these outcomes and these stars are reliable recommendations. That leads to a positive feedback loop for the reputation and trust that people have,\u201d he said.\u0026nbsp;\u0026nbsp;\u003C\/p\u003E\r\n\r\n\u003Cp\u003ERajavi further explained that the brand\u0027s system helps legitimize its evaluations as opposed to Google or Yelp reviews, which can be more easily manipulated.\u0026nbsp;\u0026nbsp;\u003C\/p\u003E\r\n\r\n\u003Cp\u003E\u0022I personally don\u0027t have the palate to distinguish between \u0027good\u0027 and \u0027very good.\u2019 When I look at consumer ratings, people sharing that they\u2019ve had a good experience may not provide the full picture. So, for regular restaurants, I would trust others\u0027 opinions, but when it comes to the absolute best in the world, you need more than regular consumers to give that assessment,\u0022 he explained.\u0026nbsp;\u003C\/p\u003E\r\n\r\n\u003Cp\u003EBecause of the high-level evaluation, the guide is often criticized for limiting stars to fine-dining establishments and favoring Eurocentric cuisines. In its announcement, Atlanta was hailed by Michelin as a \u0022culturally diverse city,\u0022 a trait that Oettl hopes to see reflected in the upcoming guide.\u0026nbsp;\u0026nbsp;\u003C\/p\u003E\r\n\r\n\u003Cp\u003E\u0022One of the best parts about our dining scene is the ethnic diversity that exists. Anyone who\u0027s ever been to Buford Highway can attest to that, and I hope the Michelin Guide doesn\u0027t overlook those cuisines because I do think those are some of the biggest gems in the culinary landscape of Atlanta,\u0022 he said.\u0026nbsp;\u0026nbsp;\u003C\/p\u003E\r\n\r\n\u003Cp\u003EWhile the guide\u0027s launch signifies a step forward for the city\u0027s culinary scene, it can come with the risk of driving costs up and value down. And restaurants that do earn a Michelin star will bear the weight of elevated expectations. Rajavi warns that if they are not prepared, or fail to maintain the standard set, they risk not only losing stars but alienating their consumer base and losing their trust.\u0026nbsp;\u003C\/p\u003E\r\n\r\n\u003Cp\u003ELike actors chasing Oscars by landing the perfect role, Oettl believes that the guide\u0027s arrival could continue attracting top culinary talent to Atlanta while also providing an additional amenity for the city as it competes with growing metro areas like Nashville and Charlotte.\u0026nbsp;\u0026nbsp;\u003C\/p\u003E\r\n\r\n\u003Cp\u003E\u0022The more amenities that exist within a city, the more attractive it becomes. I think the Michelin Guide will certainly help in reducing uncertainty as to the quality of the dining scene here from an outside perspective. I think most Atlantans know that food here is quite good, but this now gives an outside validation,\u0022 Oettl said.\u0026nbsp;\u0026nbsp;\u003C\/p\u003E\r\n\r\n\u003Cp lang=\u0022EN-US\u0022\u003EMichelin Guide North America has announced plans to host a ceremony launching the guide on Tuesday, Oct. 24, at Georgia State\u2019s Rialto Center for the Arts.\u003C\/p\u003E\r\n","summary":"","format":"limited_html"}],"field_subtitle":[{"value":"As Atlanta\u2019s culinary scene is being evaluated by the Michelin Guide\u2019s anonymous inspectors, Georgia Tech experts explain how the guide\u2019s arrival could affect the metro area.  "}],"field_summary":[{"value":"\u003Cp\u003EAs Atlanta\u2019s culinary scene is being evaluated by the Michelin Guide\u2019s anonymous inspectors, Georgia Tech experts explain how the guide\u2019s arrival could affect the metro area.\u0026nbsp;\u0026nbsp;\u003C\/p\u003E\r\n","format":"limited_html"}],"field_summary_sentence":[{"value":"As Atlanta\u2019s culinary scene is being evaluated by the Michelin Guide\u2019s anonymous inspectors, Georgia Tech experts explain how the guide\u2019s arrival could affect the metro area.  "}],"uid":"36418","created_gmt":"2023-09-13 13:58:38","changed_gmt":"2023-09-14 15:05:05","author":"sgagliano3","boilerplate_text":"","field_publication":"","field_article_url":"","dateline":{"date":"2023-09-13T00:00:00-04:00","iso_date":"2023-09-13T00:00:00-04:00","tz":"America\/New_York"},"extras":[],"hg_media":{"671697":{"id":"671697","type":"image","title":"The Michelin Guide arrives in Atlanta this fall. ","body":null,"created":"1694630966","gmt_created":"2023-09-13 18:49:26","changed":"1694630966","gmt_changed":"2023-09-13 18:49:26","alt":"The Michelin Guide arrives in Atlanta this fall. ","file":{"fid":"254802","name":"GettyImages-1191028437.jpg","image_path":"\/sites\/default\/files\/2023\/09\/13\/GettyImages-1191028437.jpg","image_full_path":"http:\/\/tlwarc.hg.gatech.edu\/\/sites\/default\/files\/2023\/09\/13\/GettyImages-1191028437.jpg","mime":"image\/jpeg","size":11639892,"path_740":"http:\/\/tlwarc.hg.gatech.edu\/sites\/default\/files\/styles\/740xx_scale\/public\/2023\/09\/13\/GettyImages-1191028437.jpg?itok=zawIv3dP"}},"671698":{"id":"671698","type":"image","title":"Alexander Oettl","body":"\u003Cp\u003EAlexander Oettl, professor of strategy and innovation at the Scheller College of Business.\u003C\/p\u003E\r\n","created":"1694631155","gmt_created":"2023-09-13 18:52:35","changed":"1694631155","gmt_changed":"2023-09-13 18:52:35","alt":"Alexander Oettl, professor of strategy and innovation at the Scheller College of Business.","file":{"fid":"254803","name":"oettl_alex_profile.jpg","image_path":"\/sites\/default\/files\/2023\/09\/13\/oettl_alex_profile.jpg","image_full_path":"http:\/\/tlwarc.hg.gatech.edu\/\/sites\/default\/files\/2023\/09\/13\/oettl_alex_profile.jpg","mime":"image\/jpeg","size":102345,"path_740":"http:\/\/tlwarc.hg.gatech.edu\/sites\/default\/files\/styles\/740xx_scale\/public\/2023\/09\/13\/oettl_alex_profile.jpg?itok=VzmCh9uO"}},"671699":{"id":"671699","type":"image","title":"Koushyar Rajavi","body":"\u003Cp\u003EKoushyar Rajavi, assistant professor at the Scheller College of Business.\u003C\/p\u003E\r\n","created":"1694631225","gmt_created":"2023-09-13 18:53:45","changed":"1694631225","gmt_changed":"2023-09-13 18:53:45","alt":"Koushyar Rajavi, assistant professor at the Scheller College of Business.","file":{"fid":"254804","name":"rajavi_koushyar_profile.jpg","image_path":"\/sites\/default\/files\/2023\/09\/13\/rajavi_koushyar_profile.jpg","image_full_path":"http:\/\/tlwarc.hg.gatech.edu\/\/sites\/default\/files\/2023\/09\/13\/rajavi_koushyar_profile.jpg","mime":"image\/jpeg","size":191162,"path_740":"http:\/\/tlwarc.hg.gatech.edu\/sites\/default\/files\/styles\/740xx_scale\/public\/2023\/09\/13\/rajavi_koushyar_profile.jpg?itok=47k-2xI8"}}},"media_ids":["671697","671698","671699"],"groups":[{"id":"1214","name":"News Room"}],"categories":[{"id":"42901","name":"Community"},{"id":"143","name":"Digital Media and Entertainment"},{"id":"129","name":"Institute and Campus"}],"keywords":[{"id":"1134","name":"City of Atlanta"},{"id":"43101","name":"Georgia Tech Scheller College of Business"}],"core_research_areas":[],"news_room_topics":[{"id":"106361","name":"Business and Economic Development"}],"event_categories":[],"invited_audience":[],"affiliations":[],"classification":[],"areas_of_expertise":[],"news_and_recent_appearances":[],"phone":[],"contact":[{"value":"\u003Cp\u003E\u003Ca href=\u0022mailto:steven.gagliano@gatech.edu\u0022\u003ESteven Gagliano\u003C\/a\u003E - Communications Officer\u003C\/p\u003E\r\n\r\n\u003Cp\u003EInstitute Communications\u003C\/p\u003E\r\n","format":"limited_html"}],"email":["steven.gagliano@gatech.edu"],"slides":[],"orientation":[],"userdata":""}}}