But it is not the only company that is trying to influence the choices of Chinese diners.

Another new competitor is Ctrip, China's largest online travel agency. This year, the company introduced its "Ctrip Gourmet List" for Shanghai, with editions for dozens of other cities to be followed. But unlike the Michelin Guide, which is renowned for maintaining the anonymity of its inspectors, this list has proudly displayed its judges, who include Dong Keping, the consultant for China's most watched food documentary A Bite of China, Chinese celebrity chef Liu Yifan and Chinese singer-turned chef Lin Yilun.