Tech leaders: Stevan Premutico, Founder and MD – Dimmi

An astute hospitality marketer with experience in the United States, the UK, and Australia, Dimmi Founder Stevan Premutico has developed a thriving business from his firsthand frustrations with the inefficiencies of restaurant reservation systems.

Since founding Dimmi in 2009, Stevan has transformed it into Australia's premier real-time restaurant reservation and review website.

NC: Could you share a few details about Dimmi, like its key features, services, and the number of partner restaurants?

Stevan: We are Australia’s leading real-time restaurant reservation and review website, collaborating with over 2,000 restaurants across the country and the nation’s top online restaurant guide to simplify the process of making recommendations and reservations. Launched in 2009, it has evolved into a free, comprehensive website and iPhone app that removes the uncertainty of finding and booking top-notch restaurants throughout Australia. Since its inception, Dimmi (Italian for “tell me”) has accommodated over two million Australian diners in a variety of settings, from award-winning fine dining establishments to relaxed local spots.

NC: What motivated you to start your own business?

Stevan: I was fed up with the corporate red tape. I saw potential and innovation everywhere, but change was agonisingly slow. The corporate world was like the Titanic, turning too slowly for my liking; so, I took the plunge…

NC: Do you work more or fewer hours than you initially expected?

Stevan: Mmm…definitely more, a lot more!

NC: How do you envision your business changing over the next decade?

Stevan: It's fascinating. Brick-and-mortar restaurants will always play a significant role in our lives. While the industry will evolve, food is fundamental, and dining out will continue to be central to our social experiences and communities. There’s little chance that restaurants will go the way of Blockbuster or Dymocks! What will become increasingly interesting is how consumers will search for, discover, and choose new dining spots. At the heart of this complex decision-making process will be digital technologies, social media, and location-based services—with Dimmi hopefully remaining at the forefront.

NC: What advice would you give someone looking to start an online business?

Stevan: Just go for it. Dive in, buckle up, and hold on—it’s going to be a wild ride.

NC: How did you first become involved in the digital space?

Stevan: I was marketing for Hilton Hotels in London and saw industries around me transitioning online. It was a huge convergence of old and new, and I wanted to be part of that revolution. It was just before the GFC when I made the bold decision to quit, spent a year planning Dimmi in an attic in Maida Vale, and then launched the platform.

NC: What do you find most challenging about this industry?

Stevan: It's challenging to get a traditionally conservative industry like restaurant operators to adopt new technologies and keep up with the times.

NC: What’s the best and worst thing to have happened since you started working in the online space?

Stevan: The best – the online world continues to become an increasingly central part of everyone’s life. The worst – I had to abandon my HB pencil and switch to taking notes on my iPhone.

NC: Who has influenced your decision to work in this space?

Stevan: My brother, Leo. He leads a creative agency called Johannes Leonardo in New York. His philosophy is that great brands are built through outstanding products, memorable experiences, and cultivating communities of brand advocates.

NC: What trends do you see in the digital space, and what do you think the next big thing will be?

Stevan: In our industry, it’s all about social connections and location. For instance, if I’m a restaurant owner with half my tables empty at lunch, why can’t I reach out to the 5,000 people right outside my door who are all thinking about where to eat right now?