Meet the real Michelin man, the French executive running the Michelin Guides
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With the announcement of the Michelin Guide American South, the Carolinas’ culinary scene is making its presence known. Much of that well-deserved attention is thanks to the international director of the Michelin Guides, the modern day “Michelin man” running the show.
Gwendal Poullennec has been international director of the Guides since 2018, after more than a decade working on them in the United States and Asia. From Michelin’s home base in Paris, he’s traveled the world, leading the modernization and expansion of the guides, including adding the Michelin Green Star designation for outstanding efforts in sustainability.
CharlotteFive sat down with Poullennec on Tuesday, Nov. 4, in Greenville, S.C., for an in-depth interview, where he shared his vision for the guides, along with details about its famous inspectors and more.
About the Michelin Guides
Poullennec lights up at the thought of travelers using the traditional little red books — and all the platforms on which they’re accessible, including the website and app — to explore destinations everywhere.
Pointing to a map of the world hanging on a coffee shop wall, he said keeping a global perspective is at the heart of the drive to expand the guides with new books, including the Michelin Guide American South. The latest guide, announced Monday with a ceremony in Greenville, adds North and South Carolina, plus Alabama, Louisiana, Mississippi, Tennessee and the pre-existing Atlanta Guide, to its coverage area.
”The ambition of the Michelin Guides is simply providing up to date, reliable advice to current travelers. So basically, that’s also the reason why they are expanding — remain to be global, to recognize all the quality references wherever there are. Because, as you may know, the guide was born in 1900 to recommend the whole travel experience,” Poullennec said.
Now, as technology changes, the guides are changing right along with it. Gradually, new digital product features will provide even more functionality for users.
“We can also provide the utility as a service that goes well beyond the booking,” he explained. “Create your restaurant and hotel needs. Share with your friends, etc., etc.”
Poullennec repeatedly emphasized that the Michelin Guides are the “anecdote to boring travel.”
“The intent of the Michelin Guides is to be the perfect travel companion,” Poullennec said. “It’s not algorithm, it’s not AI. ... What makes the difference is the human experience — a human experience is more relevant than ever.”
He also firmly believes that food is an essential part of the planning process ahead of any trip — especially for the growing ranks of Gen Z travelers who are increasingly using the guides.
“Why? Because they enjoy food. Eating out in restaurants is a celebration,” he said. “It will make the most of the occasion.”
Michelin inspectors — and their work
All the planning that goes into expanding guides — plus maintaining current guides — takes years of work. In fact, Michelin inspectors visit regions up to three years ahead of a guide’s announcement, Poullennec said.
A mix of local, regional and international inspectors with experience in all aspects of the restaurant industry fan out to dine and discover quality meals. That includes chefs of all kinds, sommeliers, front of the house and back of the house experts, and restaurant and hotel managers to combine their expertise and training.
On average, they eat out about 300 meals per year, all while maintaining their anonymity and sharing their mission only with close family members and friends. Inspectors never visit the same restaurant twice.
“It is a dream job on paper,” Poullennec said. “Beyond having people that are professional, you need people who are highly committed. You have to eat a lot, time and time again. You have to travel a lot.”
The title inspector includes the role they play that goes well beyond reviewing a restaurant, stretching into investigating each area thoroughly.
“You have to make sure that you’ve been shortlisting all the restaurants that are worth being visited,” he explained. “When we say the inspectors are explorers, that’s true. You have to push the doors. You have to follow the pace. You have to deeply understand the food cultures.”
Overall, the inspectors’ mission is hold restaurants to the Michelin Guide standards Recognition levels include Michelin Stars (ranked one through three Stars); Bib Gourmand (which offer good quality food for a good value) and Michelin Green Stars (recognized for sustainability efforts). Recommended restaurants also make the list, offering above-average meals and experiences.
“It’s much more about excellence, regardless of the concept, the location, and this commitment to excellence driven by a strong sense of exploration,” Poullennec said.
What the Michelin Guide means to destinations
What does all this mean for restaurants and tourism bureaus? Aside from growth in travelers, it also means growth in excellence in a region’s food scene, Poullennec said.
“Creating culinary hubs is the best way to grow culinary markets. And the more establishment you have in place, the bigger the market will be. And for all of them, it could be beneficial,” he said.
But local restaurant customers play an important role in the process, as well.
“We should never forget that the first people that entering the restaurant are, of course, the local people. And they have a key role to play ... they are the one that will push the chef to the various gains. Several times a year, you see the changes. You see the difference, supporting the industry.”
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This story was originally published November 4, 2025 at 11:24 AM with the headline "Meet the real Michelin man, the French executive running the Michelin Guides."
