Michelin Guide: On Being Bibendum … Briefly

There’s big news in the BC food world these days. The revered (and feared) Michelin Guide is coming to Vancouver. 

That Michelin has chosen Vancouver as its second Canadian destination for coverage is a major feather in the city’s cap. Of particular note, tourism and hospitality alone provide jobs for some 170,000 people in BC. The other Canadian city covered by Michelin is Toronto, though curiously, (so far) not Montréal. 

Hence, Vancouver, which Michelin amusingly describes as having “very promising culinary potential”, gets a big boost. Plans are to announce the first selection on Ocober 27th.

Or, as the Michelin / Destination Vancouver press release said, “The first MICHELIN Guide Vancouver selection will be revealed this fall, and will showcase outstanding restaurants and professionals receiving Michelin distinctions. The famously anonymous inspectors of the Guide award MICHELIN Stars—One, Two or Three— to unparalleled cuisine.” 

The announcement went down at Pacific Institute of Culinary Arts, one of the city’s top culinary schools. Of course, Bibendum (the Michelin man) was there—at least, in effigy. Right away my flashback senses kicked in, delving deep into the hard drive of what still passes for my memory. 

Cartes et Guides Michelin

Some readers know about my early career with Michelin, which brought me to the west coast. Before that I worked in different areas of the Canadian commercial head office, in Montreal. One of those included overseeing the supply of ‘Cartes et Guides’, (maps and guides) to book-sellers across the country. 

Those were still early days for the French tire giant in Canada. Hence, every opportunity to amplify the brand (i.e. especially Bibendum) was seized upon enthusiastically. Also, in those pre-Google days there was serious demand for Michelin’s unparalleled maps in particular. Launched in 1900, they were still considered the definitive guide for anyone planning to drive in Europe. 

A moment at ‘le Salon’

Back in the day, annual car shows were a big part of what sold cars. The Salon de l’Auto de Montreal was and remains one of the premier events of its kind in Canada. Held right downtown, it was the automotive industry gathering of the year. Back then Michelin asserted its presence with a major display. Not to mention a life-sized Bibendum in attendance. I’m not sure exactly how I was recruited to ‘be’ Bibendum. But on at least one day—and possibly two—I found myself wandering through the crowds. No question, I was taking my corporate loyalty to new heights—as the ‘Michelin man.’ 

All went swimmingly, except that the tubular, polyester costume was unbearably hot. Meaning that the optimum dress underneath was, well, underwear. 

Like most auto shows there was no shortage of glitz and glamour on display—including the usual array of gorgeous models. Somehow, the allure of Bibendum was not quite on the same level. 

That said, there were a few teenagers around, some of whom seemed to have an almost unhealthy preoccupation with ‘Bib’—in this case me.

Then, in a flash all became clear. First there was a tap from behind on my shoulder. Of course, I turned around—only to discover my predicament too late! Some nefarious brat had located the giant zipper around my ‘waist.’  As I pivoted (as gracefully as the costume would allow) the ‘concertina’ top and bottom parted ways—with an efficiency for which Michelin was so rightly renowned. And I was down to socks and briefs. 

Such were the joys of being Bibendum at ‘le Salon.’ Needless to say, from that point on we traveled with, quite literally, a ‘bodyguard.’ 

At least, in those days, I didn’t have the spare tire I do now … ;-)

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Read more about Michelin Guide coming to Vancouver.

(Reprinted from The Tracker magazine, published by Western Canada Tire Dealers)