this is actually common.
restaurant that refuse michelin star, that is.
some, have the same reason as this manhwa. actually as i'm a chef myself, everytime i went to a [hit/trending restaurant], very rarely do i find a tasty food that's worth the price.
and some, just want to cook freely and is afraid of the burden that michelin star will bring. for example, once you have a star, you can't provide a low end dish. if you do, the star will be lost, and with it, your customer.