$1Mfor 10%
Protein Candy
Valued at $10M
The pitch
Joanna Pariseau and Melissa Ninaber from Calgary, AB, pitched Taste The City in Season 20, Episode 8, asking the Dragons for $300K for 10% of the company.
- Asked for$300K for 10%
- Valuation$3Mimplied by the ask
- OutcomeDealwith Brian Scudamore
- Final deal$300K for 20%valued at $1.5M
Offers in the Den
| Dragon | Offer | Result |
|---|---|---|
| Wes Hall | Out - concerned about thin margins for the amount of work required | Out |
| Michele Romanow | Out - prefers to invest in the asset rather than the people, and does not see clear proprietary value at the $3 million valuation | Out |
| Manjit Minhas | Out - does not think the business model is proven enough to scale without a hands-on partner | Out |
| Arlene Dickinson | Out - felt the valuation was too rich | Out |
| Brian Scudamore | $300,000 for 30% | Accepted |
Joanna and Melissa, founders of Taste the City in Calgary, Alberta, asked for $300,000 for a 10% stake. The company runs self-guided restaurant tasting tours booked through a text-message platform, letting customers visit three to five restaurants in a neighbourhood and try one curated dish at each. Packages range from $65 for food only to $160 with an alcohol add-on, and the company charges customers menu price plus 20% gratuity while adding a 40% margin, making it free for participating restaurants. The business grew from $25,000 in its first pilot year to $250,000 in sales across Calgary, now operates in five cities with over 35 restaurant partners in Calgary alone, and is targeting $1.2 million in sales for 2025.
Wes Hall, Michele Romanow, Manjit Minhas, and Arlene Dickinson all went out, citing thin margins, an unproven business model, and a valuation they felt was too high relative to the business's current stage. Brian Scudamore offered $300,000 for 30% of the company, which the founders accepted after asking for and being refused a lower equity stake.
Pitch details from CBC’s Dragons’ Den pitch page.
Taste The City today
- StatusIn businessLast checked September 2026
Taste The City is still operating and sells through its website.