This Once Michelin Star Rated Restaurant is Looking to Redeem Itself Through Celebrity Stamps of Approval
"You know how it goes when they can't get a reservation up in Carbone"
Michelin stars aren’t what they used to be. A symbol of exceptional cuisine, receiving a Michelin star had once been characterized as a “gift from the gods.” The Michelin star determined what restaurant was worthy of a label of prestige and exclusivity. However, in today’s culinary landscape, the Michelin star is receiving weighty criticism. Observations include the star being damaging to restaurants by causing them to narrow their creativity, the awarded restaurant not being a realistic reflection of all restaurants, and finally, being “too French” by passing judgment on the food of other cultures. So, if we as a society decide that the Michelin star is extraneous, what is going to differentiate mundane restaurants from those that are exceptional? How are restaurants going to obtain labels of prestige and exclusivity without relying on a Michelin star in their window?
Carbone, an exclusive Italian restaurant with locations in Miami and NYC, is proving to the world just how strong celebrity influence is in the culinary world. After losing its Michelin star back in late 2021, Carbone is now looking to redeem itself through celebrity stamps of approval. Carbone is making a strong argument in the culinary world that celebrity stamps of approval are just as powerful in creating prestige and exclusivity as being awarded a Michelin star. Many people online are making the same argument, with a recent article posted by Bon Appetit, arguing that celebrities and influencers “can and often do ‘make’ restaurants.”
On September 23, 2021, an image of Drake and Jordan Belfort (aka Wolf of Wall Street) dining at Carbone surfaced on Instagram. Fans and food lovers alike went wild. This image has been liked hundreds of thousands of times and has been repopulated across multiple social media platforms. The meeting of Drake and Belfort at Carbone was said to have happened while Drake was celebrating his recent “Certified Lover Boy” album release. Drake's status as an A-list celebrity has allowed him to immortalize the high-class restaurant. His public endorsement of Carbone through Instagram posts and name-dropping in multiple of his songs have made Carbone a recognized hotspot.
“Last table left in Carbone, callin' plays on the rotary phone”
(Do Not Disturb)
“You know how it goes when they can't get a reservation up in Carbone”
(Spin Bout U)
When a celebrity is seen dining at or endorsing a particular restaurant, it can result in a surge of interest and business for the restaurant. This is attributed to the fact that celebrities are viewed as trendsetters, and their choices are often emulated by their fans and followers. Drake’s frequent attendance at Carbone has driven massive popularity online and created an environment of social exclusivity. On Tiktok, the tag ‘Drake Carbone’ has over 24.8 billion views. Users can receive millions of views for reviewing “Drake’s Favorite Restaurant” or simply posting a vlog of their dinner at Carbone with the Spin Bout You lyrics playing in the background. In today’s digitally concentrated world, media attention is huge for driving interest in restaurants.
While social media presents a unique ability to accelerate hype around certain restaurants and bars, the phenomenon of celebrity restaurant endorsement has been around for a while. Take, for example, ‘walls of fame’ found inside many old diners and restaurants featuring autographed photos of celebrities who have previously dined there. Just as a restaurant would portray its Michelin star in the window, these restaurants have found success by displaying past celebrity diners, encouraging others to attend the restaurant.
Drake is not the only celebrity to replace the value of a Michelin star. Other famous celebrities, such as the Kardashians and Rihanna, have immortalized restaurants into exclusive dining locations. Nobu, for example, a popular celebrity dining spot, remains one of the most sought-after restaurants in Malibu and Miami.
Celebrities' stamps of approval heighten the intersection between food, culture, and celebrity. Interests in restaurants are more and more deemed by celebrity attendance. To earn a Michelin star, a restaurant must serve up “exceptional cuisine, worth a special journey”, and while Carbone and many other restaurants may not fit this qualification, people are still willing to make a special journey just because celebs said it’s cool. Maybe the new Michelin star is the celebrity star!
I assume that their (celebrities' or influencers) meals are always paid for, however, I wonder how often and for how much celebrities are paid to come to eat and post about certain restaurants.
Your article makes me wonder if celebrity endorsements are actually more powerful in today's culture than Michelin Stars. I personally feel like drakes stamp of approval means much more to our generation than Michelin Star!