This is interesting simply because it shows that if you create good content around a niche with an original angle it creates real value over and above its core marketing aim.
For Michelin this means that, with a technology arm like BookaTable, they can now aim to grab a large chunk of the European restaurant reservation market. A long way from tyres.
Michelin is today announcing its acquisition of BookaTable, demonstrating the Group's intention to accelerate its development in the online restaurant reservation market in Europe.