Mercedes-Benz Canada partners with Michelin-starred restaurants to offer a taste of the future

Mercedes-Benz has often been associated with Micheliln for the tires used on the brand’s vehicles. But this time, it is with the Michelin Guide that the manufacturer joins forces. Because as part of the program of gastronomic events called A taste of the futurethe Canadian subsidiary of Mercedes wants to show that there is a link between tradition and innovation in the culinary arts as well as in automotive engineering.

With this promotional initiative, chefs from Michelin-starred restaurants will collaborate with Canada’s emerging culinary talent to create menus inspired by the themes of technology, beauty and sustainability.

Example of Frilu

The first of three planned events took place Frilu restaurant, in Markham, last March. This Greater Toronto restaurant is the only one in Canada that has received the Green Star awarded by Michelin for sustainable practices. However, Frilu’s executive chef, John-Vincent Troiano, and chef Joel Gray and Hannah Harradine, co-founders of Down Home and Sumac & Salt in Gray Highlands (top photo), another popular Ontario restaurant not far from Barrie , created the following menu. :

• Sustainable luxury development : forest chicken grilled over charcoal and accompanied by wild mushrooms, guided by the use of sustainable materials in the interiors of Mercedes-Benz vehicles;
• Mercedes-Benz Star – Land, sea and air : the elements derived from the ingredients of this plate recall Mercedes-Benz’s commitment to responsible management, expressed by the three branches of our star;
• Keep the rabbits out of the garden : rabbit, preserved vegetables and meat juices, designed to evoke the immersive experience and sensory interaction of the MBUX Hyperscreen.

These designers were inspired by the spirit of the founders of Mercedes-Benz, says the manufacturer in a press release published a few days ago, to develop these unusual plates inspired by innovation, aesthetics and sustainability.

And to put the brand’s customers and guests who participated in this party in context, they were transported to this event using the brand’s electric models: EQB 350, EQE 350 and EQS 580 utility vehicles, and EQS 580 and EQS AMG sedan.

Two more meetings to come

This food program will continue this spring with two more conferences: one in Vancouver and another in Montreal, on dates yet to be announced.

In Vancouver, chef Jean-Christophe Poirier of St. Lawrence, a French restaurant starred by Michelin in 2022, will work with emerging culinary talent: chef Simon Mathys of Montreal mustard. “Together, they will create unique menus based on their creative methods of Quebec and French cuisine, and draw inspiration from technology, beauty and sustainability, the three key themes of development at Mercedes-Benz”, explains the manufacturer in a press release information.

In the same press release, Andreas Tetzloff, general manager of Mercedes-Benz Canada, recalls that since the Motorwagen, the first car manufactured by Carl Benz in 1885, the German brand has always been guided by the pioneering spirit. However, this collaboration with the Michelin Guide connects Mercedes with chefs “who share this spirit and who direct it to create unique and memorable cultural experiences”, he says, adding that “luxury-loving customers trust the star as a sign of quality, whether it is a star of a restaurant’s Michelin star or the classic three-pointed star that adorns a Mercedes-Benz car.

Image: Mercedes-Benz