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Today, the Michelin Guide is widely known as the arbiter of fine dining, but when it was created in 1990, it was little more than a marketing gimmick. Brothers Andre and Edouard Michelin sought to increase profits for their tire company by encouraging their customers to drive across France, visiting the guide's recommended hotels and _____ as it grew in scope and influence, the guide had it's modest French eateries replaced with the best restaurants from around the world, including The Eight in Macau and Sushi Ueda in Nagoya.