"Tala Means Story" The Michelin Moment: Turning New Zealand’s Food Story Into a Global Destination

$8million will be spent on Michelin by New Zealand (us) over the next 3 years (the price to be part of the whole thing - along with leveraging that opportunity) and, to be honest, the tears in the eyes of our proud chefs last night, as 110 establishments were recognised, is worth millions alone.

Tourist interest and earned media coverage driven by Tourism New Zealand will make up the rest. All going to plan.

Tala means story.  And, it was fitting - and awesome - that Tala, a contemporary Samoan restaurant in Auckland, was awarded our first Michelin Star of the evening.

It was a strong signal of the pacific fusion that is to be experienced in New Zealand cuisine. And there was not a dry eye as chef Henry Onesemo realised that not only was he receiving a Michelin Star - but that Tala was the first Michelin star Samoan restaurant in the world.

This acknowledgement highlighted that the flavours, traditions and creativity of Māori and Pacific cultures are not peripheral to New Zealand's culinary identity - they are central to it. They lead the way. Our first Michelin ceremony itself reinforced that message - opened by Te Whare Karioi, Māori culture was front and centre before a culinary inclined global audience. 

“We want our gardeners to be chefs and our chefs to be gardeners” - said Ben Bayly speaking of his own Michelin recognised establishment Ahi. This was a theme that came through again and again during the evening - and indeed, is part of New Zealand's intrinsic food story and beyond.

In Aotearoa we are deeply connected to the land, to whenua. When it comes to our food offerings, the best of the best showcase menus driven by the seasons, ingredients sourced close to home, and a genuine understanding of where our food comes from, an appreciation and deep respect for the source story behind a meal.  

Now that our Michelin Stars have been awarded, Tourism New Zealand has launched a global “invitation to dinner” campaign (with a $1.7 million price tag - on top of the $6.3m to bring the Guide here in the first place). Individual operators featured in this campaign (video led) are mainly from our regions - whilst only Auckland, Wellington, Christchurch and Queenstown had the opportunity to be considered for Michelin status.

This is important because, as only the four centres were considered, some of our most famous food establishments were not able to be considered. Hawkes Bay, as a region in its entirety for example, is considered our food and wine capital but not considered by Michelin judges  The hope will be that international visitors will at least “get here” thanks to the buzz created and then be encouraged to travel regionally. (This is normal practise. Regional tourism operators focus on enticing the visitor once arrived (or at least booked) after the national tourism body, Tourism New Zealand, has put in the hard yards of getting them here. Our inclusion in the Michelin Guide will create more active considerers (those who are really considering coming to New Zealand one day) - and convert existing active considers, into - booked. Yahoo.

It’s a well trodden and effective sales funnel. 

Around 44% of New Zealand’s international visitors come from Australia, making it our largest visitor market - but they’re not necessarily Australians.  Many are international tourists coming to New Zealand via our neighbours - making Australia a very important gateway. With both Australia and New Zealand receiving Michelin recognition for the first time, we have a significant opportunity here.  There is potential to position the region as a world-class culinary destination. A coordinated Trans-Tasman approach could encourage visitors to experience both countries on a single journey, showcasing two distinct but complementary food cultures.

New Zealand’s food story has always been here. And, all going to plan, Michelin will give the world a reason to look closer at it. If we use this moment well, the opportunity is far greater than filling tables. As a country, we’re willing to bet $8million on it. 

*Did you find this article interesting? Read our piece written before the awards evening here https://www.theseguysiknow.co.nz/post/food-for-thought-on-the-eve-of-new-zealand-s-first-michelin-awards

The full list of Michelin Star awarded restaurants is below-

In the interest of research and our commitment to the New Zealand Food Story - we’ll be visiting each over the next few months - and keeping this blog updated. (Hard work but someone has to do it ;-) Sign up to our newsletter for more. 

Two Michelin Stars

Essence

One Michelin Star

Ahi

Amisfield

Inati

Jano Bistro

Kika

Logan Brown

Mudbrick

Ortega

Paris Butter

Rātā

Sherwood

Tala

The Estate (Tantalus)

Tussock Hill

Bib Gourmand 

1154 Pastaria

A'mano

Apéro Food & Wine

Aosta

Atelier

Bianca

Bistro Saine

Boda

Bombay Palace (Wānaka)

Cazador

Cicio Cacio

Earl

Fire And Slice

Francesca

Gatherings

Gemmayze Street

Goat

Hummingbird

Indian Alley

Londo

Milenta

Monday Room, The

Muttonbird

Odeon

Osteria Uno

Paloma Taqueria

Parro

Pasta & Cuore

Roca

Soul Quarter

Sundays

Tempero

The Athens Yacht Club

The Cow (Queenstown)

Treehouse

Michelin Selected

1947 Eatery

50/50

Ada

Advieh

Alma

Arc

Baduzzi

Bar Magda

Bessie

Bianca by Giovi

Botswana Butchery

Boulcotts Street Bistro

Cassia

Cellar Door

Charley Noble

Damascus

East

Esther

Floriditas

Gilt

Graze

Hello Beasty

High Water

Hugo

Jervois Steak House (Auckland)

Jervois Steak House (Queenstown)

Ki Māha (Queenstown)

Kingi

Kisha

Koji

Kol

Lillius

Margot

Metita

Millhouse

Miro

Morrel

Mr Morris

Napoli

Nest

Ombra

One Tree Grill

Onslow

Origine

Otto

Ragtag

Rita

Rodd & Gunn at the Lodge (Auckland)

Rodd & Gunn at the Lodge (Queenstown)

Rosella

Sails

Shed 5

Soda

The Dining Room

The French Café

The Woolshed

Toast and Oak

True South Dining Room