Locke Street and Westdale Merchants Embrace New Technology and Support McMaster Incubated Company

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Bitten on Locke rolls out AdvanTag, based out of the McMaster Innovation Park

Bitten on Locke rolls out AdvanTag, based out of the McMaster Innovation Park

Hamilton, ON – July 5th, 2013 - Bitten Cupcakes & Whoopie Pies, Solee Shoes and Walkers Chocolates have become some of the most innovative small merchants in Canada and maybe the world. They have embraced near field communication technology at the point of purchase and are going to be rolling out a digital loyalty and incentives based, social sharing platform that will allow their customers to “check-in” and receive instant rewards. The Locke Street merchants are working with AdvanTag, a technology company founded in 2012 by Mo. Shahin & Adam ElDaba and currently incubated within the Xerox Center for Engineering, Entrepreneurship and Innovation at McMaster Innovation Park. “The Hamilton Area has become one of the most innovative areas in Canada and due to the strong community support from McMaster and Mohawk College, Hamilton technology companies are beginning to become major success stories” stated Drew Thachuk, a Director of Business Development at AdvanTag and a Mohawk College Graduate.

AdvanTag is a next generation mass loyalty platform empowered by NFC and social media. “We make loyalty programs easy to setup, manage, use and go viral”, said Mo. Shahin. “AdvanTag merchants set up their own loyalty program in 5 minutes by simply setting their promotions on our website and offer them to their customers at the point of sale. Customers claim their rewards by tagging their AdvanTag on the merchant’s tablet. With a single AdvanTag, consumers have access to the whole merchant base.”


In 2012, AdvanTag entered into a MIT Business Plan competition in Dubai, United Arab Emirates and out of 4,500 applications, it was selected to be one of the top startups within the region. Since then, the AdvanTag Team were able to execute their Business Plan and take their product to market and were invited to Doha, Qatar in 2013 as mentors to share their success story. AdvanTag raised their seed funding from private investors within the MENA region where they launched with their first client du; 2nd largest integrated Telecommunications Company in UAE, during Th du World Music Festival last April. During that event AdvanTag generated more than 6,600 engagements with event participants, generated over 1,280 Facebook likes and over 4,000 click through to du’s website. AdvanTag is also working with one of the leading group buying websites in Saudi Arabia called Fursaty.


AdvanTag has just launched their product in Canada with Bitten Cupcakes and Solee Shoes. Biitten has become one of the most popular cupcakes places in Hamilton and  the GTA. They have worked with customers ranging from Bobby Orr to local businesses. They were also featured in a recent issue of Chatelaine. Solee Shoes offers fashionable footwear, handbags accessories and bridal. The boutique provides carefully selected footwear, handbags and accessories from Italy, Spain, New York, Montreal and Toronto. The store totes an eclectic mix of European and luxury brands, including Michael Kors, Marc by Marc Jacobs and MJUS. Walkers Chocolates focuses on creating confectionary treats in small batches and hand-stirred in copper kettles to let the full flavour of fresh butter, fruit, and nuts develop slowly in the traditional way.  They make over 50 different exquisite chocolate, truffle and sugarless centres to tantalize your taste buds and please your palate.

For more information on AdvanTag visit www.AdvanTag.me. To recieve more information on Bitten, Solee Shoes and Walkers Chocolatesvisit www.BittenonLocke.com , www.SoleeShoes.com, www.WalkersChocolates.ca



Drew Thachuk, Business Development


Phone: 905-802-9141

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