Michelin says it sent food reviewers to Burger King after the fast-food chain begged for a chance to be awarded one of its coveted stars

Irene Jiang / Business Insider
  • Reviewers inspected Burger King restaurants in Luxembourg and Belgium to see whether the chain's new Master Angus burger deserves a Michelin star.
  • They treated the fast-food chain like any other restaurant they review and remained anonymous during their visits.
  • Burger King has to wait until November 1 to hear the verdict.
  • Last month, Burger King Belgium launched a petition to get a Michelin star for the restaurant's new burger, telling reviewers: "Yes, you will be served on a tray."
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Two Michelin reviewers visited two Burger King restaurants in Luxembourg and Belgium to see whether the fast-food chain deserves one of its coveted stars.

The inspectors both ordered a full meal, including Burger King's Master Angus burger, Michelin told Business Insider. The reviewers remained anonymous during their visits to ensure staff didn't give them preferential treatment.

The inspectors then drew up a report based on the five criteria of the Michelin Guide: product quality, mastery of cooking techniques, the personality of the chef in their cuisine, harmony of flavors, and consistency between visits.
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Read more: Here's how Burger King, Chipotle, Domino's, and Subway are adapting their marketing as customers move to a delivery-based future

The two inspectors will meet to discuss their visits and decide whether to award a star to Burger King.

But the chain will have to wait until November 1 to see whether Michelin has included it in its next guide for Belgium and Luxembourg.
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'You will be served on a tray,' Burger King says

The Michelin inspection comes after Burger King in Belgium and Luxembourg launched a Change.org petition last month to get a Michelin star for its new Master Angus burger.

"We know very well that 'Burger King' and 'Michelin star restaurant' don't mix," Burger King Belgium CEO Kevin Derycke wrote on the petition.Rather than silver cutlery, satin tablecloths, and valet parking, reviewers will be faced with paper napkins, finger dining, and a drive-thru, Derycke added.
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"And yes, you will be served on a tray," he told Michelin reviewers.

"Who said you needed silver service?" Michelin responded.

The Michelin Guide was launched to sell tires

The Michelin brothers, who were French car-tire manufacturers, launched the Michelin Guide with maps, hotel and restaurant information, and tire-repair advice in 1900. Their goal was to encourage more people to drive — and, in turn, buy more tires — at a time when there were fewer than 3,000 cars in the country.
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Over the decades, the handbook expanded to include a more comprehensive restaurant guide. The brothers also started to charge for the guide and removed the paid-for advertisements previously included.

As the influence of the guide grew, the brothers recruited a team to visit and review restaurants anonymously.

The guide first awarded a single star to the highest-quality restaurants in 1926, but five years later it expanded the rating system so that restaurants could be awarded up to three stars.
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