News > With risk comes reward : MICHELIN meets INFINITI

With risk comes reward : MICHELIN meets INFINITI

 - 07/12/2017

We embark on a journey of discovery to find out what the MICHELIN Guide and premium carmaker INFINITI have in common – and it’s a lot more than you might think…

In pursuit of the extraordinary

There is something special about individuals who can take familiar ingredients and make us see them differently; who can surprise us with things we did not expect or even know were possible.

This unique talent lies at the heart of our seemingly unending fascination with food – with cooking shows constantly on TV and chefs cast as modern alchemists.

But, in an age when anyone can be a restaurant critic, the ultimate arbiter of the very best in dining remains the MICHELIN Guide – with the recently launched Great Britain & Ireland 2018 edition pored over by chefs and foodies alike.

Haute cuisine hits the road

For the past two years, premium carmaker INFINITI have taken a special interest in the MICHELIN Guide, forging a unique relationship with the world of gastronomy on the way.

This was a partnership that started from a shared set of values: a passion for craft, a belief in creativity and attention to detail, and, above all else, a willingness to take risks to create something truly special.

This is clearly reflected in INFINITI’s cars, which even at first glance, look and feel different to almost anything else on the road. But it’s also strikingly evident in the way INFINITI have approached the partnership, throwing themselves into the food world with true gusto. This is not a mere badging exercise, but a meeting of minds that manifests itself in the TasteMakers – a soon-to-be-announced, specially curated list of restaurants that most obviously reflect INFINITI’s approach to making their cars.

Delivering excellence  

To really help kick off the partnership, INFINITI were also keen to get out and speak to some of the chefs about what drives them to create extraordinary food. And so, soon after October’s launch event, INFINITI headed out in the ever-stylish Q30 with food expert Ian Haste of YouTube channel Haste’s Kitchen. The challenge was to deliver three newly-awarded MICHELIN Star plaques to three different restaurants across the South of England in just 24 hours, sampling a different course in each.

A journey worth making

The trip took in stunning scenery and even more stunning food, including a dish at Michael Caines’ Lympstone Manor that simply has to be seen to be believed. If that sounds like the kind of ‘challenge’ you’d be happy to accept, then click below to see how Ian got on. Who knows – it might just be the start of an extraordinary journey of your own. 


Watch the TasteMakers challenge >


Photo : © INFINITI