The Michelin Guide, still a business driver in 2026?
432 restaurants equipped with Console SecretBox — results from 1st January to 31 December 2025 in France.
Gift boxes from starred restaurants generate significantly higher revenue than the rest of the restaurant sector — with gaps that widen as distinctions rise. Analysis by region in France.
In a context where the Michelin Guide’s influence on purchasing behaviour is regularly questioned, the data from the annual Console SecretBox study provides a quantified answer: the Michelin distinction remains a measurable, differentiating economic lever, growing across most of the country.
Conducted on a sample of 432 restaurants equipped with the Console SecretBox solution, this study analyses gift box sales results from 1st January to 31 December 2025 in France. It reveals a direct correlation between the level of distinction and commercial performance, confirmed and amplified compared with the previous year.
The higher the distinction, the higher the revenue
A 3-star restaurant generates on average 3.6× more gift box revenue than a traditional restaurant.
Does the Michelin Guide rival word of mouth?
Celebrating important moments at an exceptional table
Gift boxes are increasingly bought to mark a major event : a birthday, professional success, a marriage proposal, a family celebration. Starred restaurants become the favoured settings for these moments, where the culinary experience turns into a ceremony, a shared memory, a lasting emotion.
An indicator of reach for great restaurants
The success of gift boxes reflects the house’s power of attraction and the loyalty of its customers. These sales also help to smooth revenue across the whole year — a strategic advantage particularly sought after by gastronomic houses.
In summary
- The Michelin distinction directly amplifies the commercial performance of gift boxes, with average revenue multiplied by up to 3.6×.
- Starred restaurants generate a dynamic of loyal ambassadors who extend the house’s reputation well beyond the guide.
- This lever is present in every region of France, with mature markets and still untapped growth potential in several territories.
