The business impact of Michelin stars on local dining scene

Philippine dining faces new opportunities and pressures with the first Michelin Guide. 

Earning a Michelin star is arguably the highest honor a restaurant can get in any part of the world. For the Philippines to finally get its own Michelin Guide sends a signal to both customers and investors about where the best restaurants are to spend their money.  

Michelin recognition signals world-class quality globally, often leading to higher bookings, premium pricing, and increased international attention.

Chefs Quenee Vilar and Nico Santos earned one star for their eight-month-old restaurant Celera in Makati City. Just minutes after receiving their star, Santos said they immediately felt the growing demand for their food.

“Our phones haven’t stopped ringing with calls and messages for reservations since the awards,” Santos told radar Business during the Michelin Guide ceremony on October 30.

This is particularly remarkable for a new restaurant, showing that Michelin stars can create instant credibility even for recently established establishments.

With honor comes responsiblity

While the two chefs celebrated being among the eight recipients of a Michelin Star, they also recognized the exciting responsibility that comes with the honor.

“If anything, we want to make sure that we will not let Michelin down. If we do get more guests coming in, we want to make sure that they get the value they pay for. And we want to make the country proud as well,” Santos said.

Since it was founded in 1889, the Michelin Guide has anonymously sent inspectors posing as regular customers to restaurants all over the world to evaluate food, service, and overall experience. The Guide recognizes which establishments offer world-class dining while remaining rooted in their country’s culinary culture. 

The Philippines became the latest country in Southeast Asia to receive a Michelin Guide, joining Singapore, Thailand, Malaysia, and Vietnam in the past decade.  

A young crop of rockstar chefs

“What sets the Philippines apart is the new generations of chefs. Many are under 30 years old. Some hone their skills abroad, or they’re right here at home. Innovative yet rooted. Contemporary yet unmistakably Filipino,” Michelin Guide International Director Gwendal Poullennec said.

Poullennec said that their inspectors noted that the Filipino “hospitality, warmth, and genuine care” at casual and fine dining establishments left a “lasting impression.”

The Department of Tourism (DOT) said the historic milestone also puts the Philippines on the global culinary map, likely resulting in more visits to local restaurants by both locals and foreign tourists.

Tourism experts note that culinary recognition in other countries often leads to a measurable increase in tourism and spending in related industries, from hotels to local attractions.

Philippines in global culinary map and the multiplier effect

It added that Michelin’s recognition could also have a “multiplier effect” for more overseas tourists to come to the Philippines, enjoy local hotels and tourist destinations, and encourage more investments in these industries.

According to Joel Robuchon, the chef with the most Michelin stars in the world at 31, earning one star could result in a 20 percent increase in sales, 40 percent with two stars, and 100 percent with three.

While Robuchon’s figures are global, early indications in the Philippines show bookings rising for newly starred restaurants, suggesting local businesses may see similar growth.

Aside from sales, recognition by Michelin adds prestige to a restaurant’s reputation that can also be used as a premium marketing tool to help the business grow.

Filipino-British chef Josh Boutwood became the first two-Michelin-starred Filipino chef for his restaurant, Helm, in Makati City. While Boutwood didn’t quantify the possible effect of his Michelin stars on the business side, he said his customers would definitely be happy to see what their restaurant has achieved.

Winning the bout

“Having this [two-starred Michelin plaque] is gonna be a beautiful sight to see,” Boutwood said.

“The whole industry has been so excited for Michelin to come here. This is the first we’ve gotten something like this, so I have no idea how it’s going to do on business. But we will do this proud by continuing to produce amazing experiences for our guests,” Boutwood said.

A total of 108 establishments were reviewed by Michelin inspectors in Metro Manila, Pampanga, Tagaytay, Cavite, and Cebu. Seventy-four of them were Michelin Selected, which means they didn’t earn a star but are still recommended. Twenty-five earned the Bib Gourmand, awarded for establishments with good food at affordable pricing.  

The eight that earned one star were Asador Alfonso (Cavite), Gallery by Chele (Taguig City), Hapag (Makati City), Inato (Makati City), Kasa Palma (Makati City), Linamnam (Paranaque City), Toyo Eatery (Makati), and Celera. No establishment in the country earned three stars as of date.

When asked about aiming for three stars next year, Boutwood acknowledged the challenge but said his focus is on continuing to excel and delight guests at Helm.

Shooting for three

“I think three stars is perhaps slightly unobtainable in Helm’s current form, and I would much prefer to focus on retaining two. And perhaps, who knows, one of my other restaurants could get a star,” Boutwood said.

In a previous interview with radar, Boutwood said he’s excited with how much Filipino chefs’ taste and cooking techniques have evolved in the past few years.

“At the moment, Filipino cuisine is absolutely on fire. The energy is so electrifying… We’ll see what happens… We have become so sophisticated that we can pretty much do whatever we want,” Boutwood said.

The recognition also sets a new benchmark for local chefs, proving that Filipino cuisine can compete on a global stage, which may influence culinary education, investments, and the growth of the fine dining sector.

Boutwood anticipates local chefs will be keen to reach the recently elevated bar but reminded them to remain authentic to their craft.

“Do what you love. Don’t do something just to impress. You can taste the difference,” Boutwood said.

Michelin stars offer more than prestige—they can change the business landscape of Philippine dining, attracting both talent and investors while giving diners world-class experiences at home.

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