Small NC restaurants seeing double digit boost in sales since Michelin guide recognition

RALEIGH, N.C. (WTVD) — In all, 19 Triangle restaurants were included in Michelin’s first-ever American South guide and some of the spots that received this honor are reaping the rewards in a real economic way.

Many restaurants that received the award are experiencing double-digit sales increases.

Seraphine in Durham is reportedly experiencing a staggering 49 percent spike in sales.

Prime BBQ in Knightdale is seeing a bump in business. Owner Christopher Prieto says he’s been meeting more folks visiting his spot from out of state.

Brewery Bhavana is also seeing an increase.

More diners are coming through the doors, and the restaurant has hosted 1,000 people each of the last two Saturdays.

“We are definitely seeing significantly more lunch and weeknight diners,” said Brewery Bhavana Chef Chun Shi. “We’ve had to hire more workers to keep up with the demand for that.”

Shi says the award does bring more pressure and she hopes the Michelin momentum carries through 2026.

“It has been a bad year for restaurants overall this year, and it couldn’t be a better time for Michelin to come to the American South and it’s a boost for the Southern food scene,” said Chi. “I think it will continue to affect the next year.”

The state tourism department, Visit North Carolina, was instrumental in pitching local restaurants for Michelin recognition.

“This is a big play for us both in terms of domestic visitation, getting more people from America and from the region to come into North Carolina and dine, but also globally around the world,” said Visit North Carolina Spokesperson Scott Peacock. “That’s one of the things that attracted us to Michelin is that it has global recognition way above and beyond what it does here just in the States.”

Tourism leaders also work alongside RDU Airport to help bring new international flights to the Triangle.

Peacock says having so many Michelin-recognized restaurants now in our state will help North Carolina’s economy grow and attract more international visitors to the region.

“These direct flights into Europe, the possibility of direct flights into Asia and the midterm here coming down the road are going to be really important for the state to help us attract tourism, but also ultimately economic development out of that it all starts with the visit,” said Peacock. “We’re really excited about the opportunities there. “

Visit North Carolina has launched a yearlong study to evaluate the true economic impact of Michelin.

Video is from a previous story