Aucklands newest - and only - online restaurant booking service Time2Dine.co.nz launches next week. It came about through the persistence of one self-taught entrepreneur.

Michael Brandon, director of Time2Dine, based the idea on Britain's 5pm.co.uk service, but changed the concept to fit New Zealand's unique restaurant market.

Time2Dine provides visitors with photos, menus and wine lists from a wide range of restaurants. When a visitor books, the chosen restaurant receives an instant fax, email or text message. An email is then fired back to the visitor, confirming the booking details.

"The great thing about Time2Dine is that the system already has pre-confirmed seats. When the booking is made the seat is already waiting," says Michael.

A unique twist is the babysitting service. "It was an obvious extension - a big audience for restaurants is parents who want a special night out. Let's make it easier for them."

Time2Dine started out a DIY project. "I asked the web how to build a site, and the web told me," says Michael. He learnt the PHP programming language from scratch and built the site over the past year.

Michael sees Time2Dine as proof that anyone with determination and lots of late nights can build a viable business without huge capital investment.

As he's built Time2Dine.co.nz, Michael's relied on professional help as well. The site is hosted by Maxnet, and the graphic interface was designed by Maxnet's interactive arm Online Strategies (whose clients are now managed by Webenz). (Note: Website now hosted by iSERVE since November 2002.)

The facility to send faxes and text messages is provided by TNZ, and the email newsletter uses Jericho's SmartMail software.

The site was publicised using search engine optimisation and online PR from Underwired, offline publicity by Simon Young Limited and people dressed as chefs in Auckland's CBD - but that's another story!

Michael thought long and hard about the business model to use, knowing that the trend is increasingly towards paid internet content.

"I looked at a number of other websites for inspiration. Every other website I came across was based on advertising or giving a product away for free."

This didn't make sense to Michael, so he decided to build a website which charged a reasonable fee to both diners and restaurateurs for the benefits they receive. Visitors can join the site for a small fee (free from September 2002) and enjoy one-stop booking (and a discount) while restaurants pay a $2 per head after 5pm ($1 per head before 5pm) for customers who book online (Note: New Restaurants pay a $30 plus GST monthly fee from February 2003).

For Michael, Time2Dine is a dream that's turned into reality. And he's sure diners and restaurateurs alike will find the service a dream.

For further information click Michael Brandon
or contact: or Ph: 021 728889