"The MICHELIN Guide is NOT about Luxury!" -Gwendal Poullennec 155, The International Director of The MICHELIN Guides

"The MICHELIN Guide is NOT about Luxury!" -Gwendal Poullennec 155, The International Director of The MICHELIN Guides

Gwendal Poullennec, International Director of the MICHELIN Guide, has long been driven by a passion for gastronomy, travel, and hospitality. Since joining the Michelin Group in 2003, he has played a pivotal role in expanding the Guide globally—launching its first Asian edition in Tokyo in 2007 and overseeing the creation of 12 more international Guides.

His deep involvement with inspectors and unwavering commitment to the Guide’s core values—expertise, integrity, and the celebration of culinary talent—have been central to its continued evolution, especially as he spearheaded its digital transformation.

On this episode, Gwendal shares Michelin’s vision and goals for Saudi Arabia: to help drive economic growth and raise culinary standards by recognizing excellence in the Kingdom’s vibrant food scene. He discusses the Guide’s commitment to showcasing local talent and authentic Saudi food culture, while upholding the same rigorous inspection methodology used worldwide.

We also explore how Michelin is leveraging media and strategic partnerships to create long-term cultural and economic impact in the region—ensuring that this isn’t just about stars on a plate, but a broader story of growth, recognition, and global connection.

A big thanks to Bab Samhan hotel in Diriyah for allowing us to shoot this episode in their beautiful new property and another big thank you to Mayda Badr who leads the Culinary Arts Commission in Saudi Arabia for their trust in us to shoot with such a remarkable individual.

0:00 Intro

1:30 First Impressions of Saudi Arabia

3:48 Economic Impact of Michelin

8:07 Working at Michelin

8:59 Tokyo’s Culinary Scene

10:04 Origins of the Guide

11:53 Inspector Criteria & Training

15:21 Inspector Anonymity

25:56 Supporting Local Restaurants

31:01 Common Misconceptions and Myths

36:06 Local Market Growth

38:36 Impressions of Saudi Cuisine

42:07 Advice for Saudi Chefs

44:45 Closing