It's no secret that seismic changes to the hospitality industry over the past few years have pushed restaurateurs to innovate, improve and rethink their customer experience. This has been a really interesting time for us as a business too, as requirements in this sector have evolved from simple form and function, to much more rigorously planned service design, and the quest for that elusive harmony that brings all the elements of the restaurant together, and makes their diners feel at home.

It is restaurants like this, we believe, that gain popularity, and as a result, get noticed by eyes way beyond their neighbourhood, or even their clientele. Cue the little red book, and its rigorous vetting procedure for figuring out whether a restaurant is a worthy addition to the guide (only 15 in Birmingham have made the cut). I spoke to an expert to try and find out about who these people are, and how they make their decisions.

So, who are Michelin Inspectors?

"Unlike other rating systems, making The Michelin Guide is not based on customer reviews, but on undercover inspections by anonymous food experts known as the Michelin Inspectors. Inspectors remain anonymous to avoid being given preferential treatment and undergo official Michelin Guide training in France. They are not allowed to speak to the press, but it is generally thought that most will have senior experience in the restaurant business. They are even encouraged not even to tell their friends and family about what they do."

What criteria do they use to judge a restaurant's eligibility to make the guide?

"Quality produce, mastery of flavour and cooking techniques, personality of the chef in the cuisine, value for money and consistency of food are the official line that the guide takes with the press when asked about their criteria, but in reality, so many of these elements can go un-noticed if the presentation, atmosphere and service design are sub-par. In many people's opinion, the design of a restaurant is the glue that holds the food and service together, and creates an electric atmosphere that, in turn, makes customers return and spread the word. It is very rare that the guide adds a restaurant where the food is excellent, but the restaurant is poorly designed."

And how is Birmingham doing?

"There are now more Michelin starred restaurants in Birmingham than any other city in the UK outside London, and there are a total of fifteen restaurants in the guide, which is excellent going. Birmingham's food scene is mushrooming like no other city in Europe at the moment, with a world-beating culinary arts programme and a seemingly endless stream of affordable new places opening up. If I were a Brummie, I'd be very excited."

A nice bit of business.

Within the 2G portfolio, we are proud (and super-emotional to be honest) to have designed five restaurants that have made the guide (or one-third of the Michelin-awarded restaurants in the city). These are The Wilderness, Tropea, 670 Grams, Carters of Moseley and Chakana. We love working with chefs who have passion and talent, but also vision, something that we have a proven track record of meticulously bringing to life.