After Vancouver and Toronto, will the prestigious Michelin guide arrive in Quebec? Nearly fifteen restaurateurs from the national capital, who cherish the dream of being among the select star club, wrote in November to the mayor of Quebec, Bruno Marchand, asking him to push his city’s “candidacy” to of the prestigious publication.
The file is now in the hands of Destination Québec Cité. The Tourist Office is speaking with several restaurateurs to gauge the interest of the industry outside the city’s borders, throughout Quebec. It was impossible to speak to a representative of the Michelin guide.
“An undisputed jewel on the world stage for the warmth of its inhabitants and gourmet and gourmet tourism, Quebec would undoubtedly benefit from the recognition of the Michelin guide in order to add to its international influence,” we can read in the letter written by François -Emmanuel Nicol, chef of La Tanière restaurant and co-owner of Groupe La Tanière inc. “For several years now, the catering sector in Quebec City has seen the emergence of a diverse gastronomic offer, from neighborhood bistros to gourmet restaurants. »
Jean-Luc Boulay (Le Saint-Amour), Joël Pelletier (La Planque) and Raphaël Vézina (Laurie Raphaël) are among the 14 signatories. After seeing the Michelin guide arrive in Vancouver and Toronto, Mr. Nicol had the impression that the next “logical” destination would be Montreal. But he did not want “Quebec to miss out” on a possible opportunity. “They often go to big cities. I didn’t want it to stay there. I think it’s a pretty important lever for the tourism industry. »
He therefore decided to notify Mayor Bruno Marchand, after discussing with several restaurateurs, of his desire to see the Michelin guide take an interest in establishments in the provincial capital. “There really has to be a will from the City for the Guide to come,” mentions the chief, to explain why he had contacted the town hall. Normally, Michelin guide reviewers don’t decide on their own to set their sights on a destination. They come if they are requested by cities or associations which must pay for their visit.
PHOTO EDOUARD PLANTE-FRÉCHETTE, LA PRESSE ARCHIVES
François-Emmanuel Nicol, chef of La Tanière restaurant and co-owner of Groupe La Tanière inc.
“There are people who tell me that they heard about the restaurant and who came to Quebec just to eat with us,” says Mr. Nicol. There are more foodie tourists than we think. They are people who like to live well and who are not afraid [de dépenser] in the towns where they pass. »
According to him, Montreal restaurateurs have also expressed interest in the guide. However, there is no consensus at the moment.
Destination Québec Cité confirms that “certain restaurateurs […] have shown interest in the Michelin guide. “For our part, we are continuing discussions with restaurateurs and the Round Table in order to see the interest of the industry, regionally, but also provincially,” responded by email Jessie Deschamps, public relations advisor for Destination Québec Quoted. “We are therefore only at the stage of collectively thinking about the project. It is therefore still too early to be able to comment on the future. »
Thus, restaurateurs from Montreal or elsewhere in Quebec might also wish to receive a “visit” from the Michelin guide.
Patrick St-Vincent, director of development and relations with members of the Round Table, which represents 160 gastronomic establishments, finds it difficult to take a position. Several questions remain unanswered. What are the costs associated with having Michelin guide reviews here? To what extent does a presence in this publication generate significant economic benefits? “What impacts does this have? asks Mr. St-Vincent. This is what everyone wants to know and it is this information that is rather obscure. »
PHOTO MARTIN TREMBLAY, LA PRESSE ARCHIVES
Patrick St-Vincent, Director of Development and Relations with Round Table Members
“Are we depriving ourselves of an international clientele? I read articles that said yes, while others said no. We need to see if there is a possibility of consensus with the information we will have, but which we do not yet have. »
The pressure of the stars
Signatory of the letter, Stéphane Modat, chef-owner of the restaurant Le Clan, shows cautious enthusiasm. “At the moment, it’s true that we are more in restaurant popularity rankings than in [palmarès] quality, he admits. I always find it great that people are interested in Quebec. The only thing that would bother me [si le guide Michelin venait], it’s this kind of pressure that is connected to all that. »
“I just don’t want it to lead me to want to have the winning formula that ensures that you lose stars or not,” he emphasizes. Freedom is so important. It must not divide. It has to be a mutual agreement and we all have to have fun in it. »
A marketing stunt
Experts are divided. For Paul Arseneault, professor specializing in tourism in the marketing department of the School of Management Sciences at UQAM, the Michelin guide is clearly a deal commercial. Cities have to pay for reviews to come. Although he is “neither for nor against”, it is not a panacea, according to him.
“That’s not what’s going to double restaurant traffic in Quebec,” he believes. It’s not going to attract hundreds of thousands of visitors. »
A marketing expert specializing in tourism, Frédéric Gonzalo sees the initiative favorably. “There’s not a lot of negative in it. Catering is an extremely important loss leader.
“The Michelin guide is a prestigious designation. It’s a label recognized all over the world. »
What is the Michelin guide?
The Michelin guide is a directory of gastronomic addresses from all over the world. In addition to the stars, it grants Bib gourmands awarded to more casual tables. In 2022, when the first guide dedicated to Toronto was published, 13 establishments obtained stars.
Calling all
How important are Michelin stars to you? Do you visit Michelin-starred restaurants during your travels? Is it an important tool for promoting our gastronomy?
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