Macon Magazine

FEBRUARY/MARCH 2024 | maconmagazine.com 55 Festival, take some time this spring to grab your keys, head north on I-75, and sample the spirit of sakura on your plate at Hayakawa – or elsewhere, since you can travel with your taste buds and experience the best dining the world can offer in the span of a simple day trip. From tiremen to tastemakers Many people don't know that the Michelin Guide has the same origins as the impish, marshmallowy mascot known as the Michelin Man. Behind both concepts are a pair of visionary French brothers, Édouard and André Michelin, who founded the eponymous company. The entrepreneurs developed many engineering innovations that drivers use every day (like easily removable tires), but they may be perhaps best known for their marketing prowess, creating demand for their own product. When the Michelin brothers began making pneumatic tires, there were less than 3,000 cars on the road in turn-of-the-century France. They promoted driving with the Michelin Man, AKA Bibendum – which roughly means "drinking time" in French, exemplifying a carefree and entertaining spirit with cars. (They were not as cognizant of drinking and driving back then.) The vivacious, pillowy cartoon was made out of tires, which were originally white in color, who has become one of the most recognized trademarks of all time. Another bright idea was to publish a travel guide to boost car sales, famously showing places that were worth a drive. They even created a secondary profit stream, deciding in the 1920s to charge seven francs for the guide and placing paid advertisements. Starting a century-long tradition, Michelin paid anonymous reviewers to dine in fine restaurants in utmost secrecy. This methodology has given the guide gravitas, since reviewers can't be bought off, and staff don't know who to impress. Eventually, the best establishments could earn stars, and a culinary standard was born. Selectivity is the key to the guide's reputation. Atlanta is only the fourth city in the United States to have its own guide, following New York, Chicago, and Washington, D.C., alongside state guides for Florida, California, and Colorado. The road has no divots: authenticit y drives Hayakawa Macon visitors entering Hayakawa will find a familiar cherry blossom etched in glass in the elegant dining room, just one element meant to immerse diners into a Japanese aesthetic. Sushi as a culinary artform represents key aspects of Japanese culture — simplicity and tradition — both of which Chef Hayakawa embraces and shares with his American audience. The devil is in the details. The fine wood furnishings evoke the naturalism of Japanese interior design. The napkins change weekly, chosen to send a message. The day MM staff came for photos in January, the napkin had a pattern of seven gods ABOVE Hayakawa prepares the omakase alongside his guests, narrating throughout the meal.

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