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Today, the Michelin Guide is widely known as the arbiter of fine dining, with its coveted 3-star rating being awarded to top restaurants like Xin Rong Ji in Beijing. However, few know the guide started as a marketing gimmick in 1900, when brothers Andre and Edouard Michelin sought to increase profits for their tire company by encouraging their customers to _____ their cars across France, visiting the guide’s recommended hotels and restaurants along the way.