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DineAid.Com - "Where do you want to eat
today?"
Food and Hospitality, May 2001
Fredericton, N.B.-based regional ordering service; launched Spring 1998
Key sponsors: Coca-Cola, Paderno Cookware
Like many dot-com start-ups, DineAid.Com president Wayne Jagoe first launched his business as a complimentary service, a free online directory to more than 4,000 foodservice establishments in Atlantic Canada. Both a front- and back-of-the house restaurant veteran, he'd also
figured out an approach to building this new business in the region. "It sounds cliché, but our focus is on the foodservice industry customer," says Jagoe. In fact, he adds, all of the services on the site, including an online comment card program, coupons and a "Ask the Chef" program, were built in response to operator requests.
For a flat fee of $250 to $1000 per month-based on the level of "preferred" space purchased-an opeator can participate in all of the DineAid.Com programs, such as the online stores that was recently redesigned to offer online ordering of gift certificates and take-out/delivery meals. "We'll customize an e-commerce store for each operation and help them develop an efficient take-out menu geared to their capacity," says Jagoe.
In a novel twist on extending its reach, DineAid has partnered with Moncton, N.B.-based distributor M&S Foodservice. "Their DSRs (Distributor sales Representatives) know their clients' operational dilemmas and needs, so we can better tailor our services for a better fit," says Jagoe. He also recently closed a deal with Ontario's Gordon Foodservice to distribute the
DineAid.Com concept across the province. Beyond that, Jagoe sees DineAid becoming a fully national, bilingual and wireless service with strong regional roots. "Technology is great, but in foodservice you still have to cover the basics," he adds. "you can't worry about selling flowers or books, too.".
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