Observations of Successful Restaurateurs

89 Stories That Will Change The Way You Think About Your Business
By Wayne Jagoe

"This book perfectly distills the universal lessons of the hospitality business. Happy customers are the key part to any enterprise and Wayne Jagoe's entertaining stories perfectly illustrate just how simple success can be". Chef Michael Smith, Host of Chef at Home, Chef at Large and The Inn Chef on the Food Network Canada

The Foodservice Industry is a very unforgiving business environment. It has an 80% failure rate. Why are some businesses winners and others losers?

Eat This! will highlight methods that some of Central and Eastern Canada's most successful operators have incorporated in their daily business practices to succeed in this volatile landscape.

Leverage these methods for your own business success even if you're not a restaurateur. And remember...

  • Make products services memorable.
  • The Mundane details matter more than you think.
  • Empower employees and get out of the way.
  • Service-based businesses are in show business.

A portion of each book sold will be donated to the Canadian Breast Cancer Foundation.


"I'm not a bullshiitake kind of guy, so take this at face value. I really enjoyed reading your book. It was very funny and well done. I think you have a winner here". Guy Kawasaki, Garage Technology Ventures
"Wayne is someone who has taken the road less travelled in his hospitality career and this road has provided him with a unique window from which to both reflect on his own experiences, as well as view the lives of the restaurateurs he's met along the way." David McQuinn VP F&B Operations CHIP Hospitality.


"We can't thank you enough for Eat This! We've used it as the foundation of training for all new employees and a refresher for existing staff to remember the importance of exceptional customer service and what makes us different." Janice Gillies, Owner, Taste and See Restaurant & Stable Grounds Cafe.
"It's never too late to be who you might have been" George Elliot

About The Author

Wayne Jagoe has led advertising and marketing initiatives to both large corporations global in scope and to small locally owned businesses focusing on customer service marketing in their own communities.

Wayne graduated from St. Andrews College, where he won the Judson Food Creativity Award.

After graduating Wayne worked for a medium-sized Foodservice Distributor in Atlantic Canada leaving to open an INN, Café and Night Club as well as developing a retail culinary store being featured on The Leading Edge television series. Wayne has worked with Bonnie Stern, Anne Lindsay, The Egg Marketing Board as well as creating and hosting his own cooking segment on CBC Television titled Cooking 101.

Wayne created DineAid.Com in 1997 which began as a local online dining guide focusing on 4,200 Atlantic Canadian foodservice establishments.

DineAid.Com franchised its products and services working directly with North America’s largest independent Foodservice Distributor, Gordon Food Service.

DineAid.Com has grown in size to serve over 36,000 food service establishments across Canada. DineAid.Com has worked with a number of large foodservice manufactures such as; Highliner Foods, Coca Cola, Lamb-Wesson, Mother Parkers, Jane’s Family Foods, Campbell’s and Lynch Foods.

In 2003 DineAid.Com was sold to Kostuch Publications, Canada’s leading voice of the Canadian Foodservice Industry with such publications as Foodservice and Hospitality and Hotelier magazines.

Wayne has also delivered a number of timely presentations on customer experience, innovation, marketing while motivating and educating audience members with his passion and high energy.

Wayne has delivered presentations to The CFCC (Canadian Federation of Chefs and Cooks), CRFA (Canadian Restaurant and Foodservice Association), APEX (Atlantic Canada’s Foodservice Exposition), CFSEA (Canadian Foodservice Executive Association), Atlantic Fresh Produce Association, Cities of Fredericton, Moncton & Saint John, The Province of New Brunswick Tourism and Gordon Food Service.

Wayne lives in Fredericton, New Brunswick with his wife Cathy, son Nicholas and their dog Cassius (a boxer just in case you were wondering).

To order bulk copies of Eat This!, or to explore presentation and marketing solutions within the Foodservice and Hospitality Industry, contact Wayne Jagoe directly.