Atlanta Gears Up for the Second Annual Michelin Awards
Excitement is in the air as Atlanta prepares for its second annual Michelin awards ceremony, set to take place on October 28 at the Georgia World Congress Center. After last year’s thrilling announcement that saw five restaurants snagging One Star awards—including notable names like Atlas and Bacchanalia, along with ten Bib Gourmands—local chefs and owners are eagerly awaiting the latest winners to be revealed.
The Buzz Surrounding the Michelin Effect
While the buzz around the Michelin awards is palpable, one question stands out: how does winning impact a restaurant’s business? To gain some insights, we talked to several of last year’s winners, including Ron Hsu and Aaron Phillips from Lazy Betty, J. Trent Harris and Fred Castellucci of Mujo, and Peter Chvala from Banshee. Their responses highlighted a recurring theme, often referred to as the “Michelin effect.”
According to Chvala, the impact of the award is profound. He remarked, “Overall it was a massive boom. As soon as the award ceremony happened, people got excited, and we saw a 20 percent increase in revenue.” The awards not only brought attention but also facilitated reservations through a widget on the Michelin website, leading to greater visibility for those who may not regularly follow the culinary scene.
The Surge in Business
Just like Banshee, Lazy Betty experienced a remarkable increase in business as well. Hsu mentioned that Lazy Betty witnessed a 20-to-30 percent jump in business shortly after receiving its star. “Our Star was announced at 8:22 p.m. and by 8:45, I had random people on Instagram messaging me, eager to make a reservation,” Hsu said. The timing couldn’t have been better, as Lazy Betty was planning to move to a larger space in Midtown. “The award made us feel more comfortable with the decision. We figured the additional seats would fill,” added Phillips.
Making Atlanta the New Culinary Destination
Before Michelin set its sights on Atlanta, the company primarily recognized restaurants in just a handful of other U.S. cities. The addition of the Peach State to their list has significantly influenced the restaurant landscape. As Harris noted, “It’s really changed the talent we can attract for hiring,” underscoring the increasing interest from chefs seeking opportunities in Metro Atlanta. “In the next couple of years, you’ll see the city retaining talent it otherwise would’ve lost,” he added.
Moreover, it’s not just about the awards; it’s the motivation they ignite in local hospitality professionals. “We’re seeing more potential employees with deeper resumes,” Hsu pointed out, with Phillips adding that they have received a notable bump in resumes as well.
Elevating Expectations
The presence of Michelin has caused a ripple effect throughout the city. Restaurants are aspiring to elevate their offerings, as people look to Michelin as an indicator of quality. “As a whole, it’s been very positive for the city. I notice other places trying to elevate,” noted Harris. The awards give chefs and restaurateurs something to aspire to, encouraging them to embark on ambitious projects within the market.
Castellucci shared his experiences stating that since Mujo earned its Star, there have been more opportunities to open restaurants at various properties. This allows restaurateurs to explore new concepts and ideas they may not have considered otherwise.
Changing Diners’ Perspectives
The Michelin recognition has also shifted local diners’ expectations. More well-traveled guests are coming through the doors, eager to explore innovative flavors. Chvala at Banshee emphasized that the Michelin award gave their chef more freedom to experiment. “We’ve always been a little riskier, but this gave our chef more excitement because the guests were more excited,” he explained.
Overall, the Michelin awards mean more than just shiny stars and accolades; they serve as a catalyst for change, pushing Atlanta’s culinary scene to new heights. As the city awaits this year’s announcements, one thing is for sure: the Michelin magic is alive and well in Atlanta!
