🤝 Meet Jennifer Tremblay. She’s the CEO of DINR, a Canadian app that offers free, last-minute reservations at high-demand restaurants and bespoke culinary events. We sat down with Jennifer to chat about the booming business of dinner reservations, what kinds of dining experiences Canadians are looking for, and why Edmonton might be Canada’s culinary hidden gem.
Can you give your 30-second elevator pitch to Canadians on DINR?
DINR is the most curated culinary platform in the country. We only work with the very best restaurants, and that comes in the form of same-day and exclusive reservations, highly curated event tickets — like chef collaborations, winemaker dinners, and other really cool culinary events — as well as thoughtful editorial pieces. These are the more gritty, personal stories about chefs and restaurants, not fluffy content.
What makes us very different is that we’re not a pay-to-play platform. We’re the only platform in Canada that does not charge restaurants. We focus on merit, credibility, and trust, which creates an incredible ecosystem for chefs and, as a result, amazing access for our user base.
Can you walk me through the model for the last-minute reservations? Do cancellations get posted and then DINR users scoop them up?
It’s a combination of things. Sometimes it’s last-minute cancellations, but more and more, restaurants are actually holding back inventory specifically to post within DINR. They’ve seen that the guests coming through us tend to be more accountable and show more appreciation.
We’re also increasingly getting access to exclusive reservation blocks before they hit the market for future dates. So it’s not just last-minute cancellations, it’s a mix of how restaurants want to engage with us.
It feels like people buy certain credit cards these days just for perks like priority access to reservations. What direction do you see this “reservation economy” going?
I think everything is leaning toward loyalty attached to experiences. And one experience everyone seems to rally around is the dinner table. We’re even seeing this with our new partnership with Air Canada and Aeroplan.
Credit cards are trying to get into the same space with early access, and we have great relationships with many of them. But ultimately, it comes down to the relationship you have with the chefs. There’s a difference between chefs who genuinely want to be part of the program versus those just plugged into a generic loyalty system.
What separates DINR from a company like Amex that offers points and perks like early reservation access?
It’s the chef-first approach and the curation. We’ve actually done a lot of work with Amex over the years, but for us, restaurants and hospitality are our entire day-to-day.
People who love great food experiences are going to find special content and special opportunities on DINR. There are more intimate events, private dining series, and niche experiences. Plus, of course, the reservation access.
It feels like there’s been an exclusivity race around high-quality restaurants. Do you see that continuing, or do you see a shift back toward broader access?
I think it ultimately comes down to guest accountability. That’s where DINR plays a special role. We’re focused on making amazing experiences more accessible. Anyone can download and use DINR for free. We do have a premium tier, but the platform itself is about accessibility.
There have been some problematic trends, like platforms in the U.S. where reservations were being auctioned off. Chefs hate that. That’s where things become less open and not great for the industry.
If you strike a balance — early access, same-day reservations to fill seats, special perks — it works well. And doing it through a free platform rather than an expensive credit card makes it more accessible. That’s the balance we try to strike.
You’ve mentioned that chefs appreciate the quality of DINR guests. What exactly do you mean by that?
When you walk into a place, and feel the ambiance immediately. The neighbourhood gem where you just know you’re going to like it. The service is perfect. These are the kinds of places we focus on.
And the consumers who seek those places — who see food and beverage as a craft or entertainment, the way others see arts or theatre — those are DINR users. Naturally, those are the people restaurants want to serve. They engage, they show up, they ask about suppliers and producers and winemakers. That’s the DINR profile.
Do you have a favourite Canadian restaurant you’ve eaten at this year?
I just got back from a whirlwind trip to Toronto for the Air Canada Best New Restaurants gala, which DINR is the operating partner.
One that stood out to me is Mystic in Halifax. Not just for the food, but the service. They blend the level of service you expect from a top restaurant with the warmth and charm of the Maritimes.
In Vancouver, where I’m based, Sushi Hyun Omakase was incredibly social and friendly. It was one of the most enjoyable omakase experiences I’ve had. I also lived in Toronto for 12 years, so anything Rob Rossi or David Minicucci are doing is high on my list.
Is there a hidden gem city in Canada that you think is underrated for its restaurant scene?
I’m from Edmonton, so I’ll give Edmonton some props. The culinary scene has come a long way. What Daniel Costa is doing is putting the city on the map. Mimi Bar, his newest restaurant, just won design awards in the Middle East. Olia and Bar Henry are also great.
There are beautiful restaurants there that would impress in any big city. Edmonton is generally underrated — other than its hockey team, which is awesome — but it deserves more love.
What culinary experience or event have you seen the most demand for this year?
It's all about the chef collaborations. When we have a local chef and then another one flying in to do a one-night-only kind of experience, those fly off the shelves. I think it's that notion of it being one night only, limited, with two incredible talents coming together. Those are the ones that people really seem to be gravitating towards.