There has been a lot written recently questioning the relevance of the Michelin Guide, not only globally, but how it would meaningfully contribute in the context of the Modern Australian culinary landscape. Having been heavily involved in the introduction of the International Guide to our market, I fully not only understand the challenges, but also the immense benefits of having our amazing Chefs, Cuisine, and Restaurants get the long overdue recognition that they truly deserve on the International stage. Make no mistake, we are both undeniably ready and worthy of that moment, and it is my belief that we must think big and not small, when we ask ourselves about the question of the Michelin Guide being introduced into Australia.
Whilst we have some limited exposure by way of consideration and inclusion in The World’s and Asia’s 50 Best Restaurants, our cuisine has now evolved to a point, where in my opinion, it is among the most exciting and culturally diverse in the world. Our Chefs, proven on the world stage when they work abroad in Michelin accredited Restaurants, deserve to have that same spotlight on them at home. That level of global excellence, has largely outgrown our local guides, and we need to proudly claim our spot on the International stage. It should also be said, the impressive standard of our local produce, highlighted by heavyweights like Rene Redzepi, Massimo Bottura and Simon Rogan, is yet another element to proudly showcase to the World. The stunning Restaurant Australia campaign, some ten years on, beautifully captured the visual essence of it, declaring us as a go to destination for tourists to come and celebrate the bounty of what Australia has to offer.
In 2018, as part of a project that was committed to defining Modern Australian Cuisine we reached a conclusion at that point in time, however the evolution even since then, has been that of a quantum leap. I acknowledge that COVID and the economic knock-on realigned and refocused our thinking, from a fine dining mentality, back towards more accessible flavour driven plates. However, that would be suitably captured in the Bib Gourmand category of Michelin which recognises friendly establishments that serve good food at moderate prices. The Guide also now celebrates excellence in sustainability, and we have so many fine examples of that. The argument that Michelin is only simply interested in the top end no longer holds water, and whilst I acknowledge that online content is exponentially growing and being embraced by diners globally, sadly not all of it is credible, whilst often being well-meaning. My own platform News For The Food Lover strives to provide an alternative the the mainstream media outlets, however I accept that it is just a miniscule contribution compared to the global weight of Michelin, which is unarguably the preeminent food guide in the world. The impact of its recognition is unparalleled, and gaining a star largely remains the dream of every Chef who has donned an apron.
We can continue to remain insular in our critique, or we can collectively look towards the invisible horizon, and be bold in doing what is required to bring Michelin to Australia. In purely financial terms, the return to us in terms of global recognition and tourism will heavily outweigh the cost of producing it, and our Industry desperately in need of a boost, will also substantially benefit from that investment. What you cannot put a price on is the recognition, confidence and growth it will bring. I believe that our Tourism and Government instrumentalities need to embrace the opportunity, be visionary, and take that bold step. Perhaps if Government are not yet ready to take the leap, a conglomerate of Corporates could potentially fill the void, but make no mistake we are the most significant missing piece in Asia that is primed for Michelin. I know they are interested, so if anyone shares this dream and can make a difference, knock on my door, as in my opinion we need to make this happen.
Australia is ready, our Industry deserves it, and the time is now!
By Dane Richards
