The, Sara Waxman

A Legacy of Excellence in Culinary Journalism

Canada's Restaurant Guy, Jay Ashton

In the world of food journalism, few names resonate as deeply as Sara Waxman 's. As the publisher and editor-in-chief of DINE magazine (Canada) , Sara has been at the helm of documenting and shaping Canada’s culinary landscape for decades. Her journey from a food and travel writer to the founder of one of the country's most beloved culinary magazines is not just a story of success, it’s a testament to resilience, adaptation, and passion.

The Early DaysThe Early Days

Sara's career began in 1980 when she took her first steps as a food and travel writer. Her natural curiosity and ability to capture the essence of an experience through words quickly made her a standout in the industry. Over the years, she penned reviews, critiques, and columns for several notable publications, including the Financial Post and the National Post Her reputation as a restaurant critic grew as she wrote for The Sunday Sun for over 27 years, becoming one of the most trusted voices in Canadian food journalism.

Sara’s background wasn't originally rooted in culinary writing, but her love for food grew organically. Inspired by her mother’s cooking, Sara learned to appreciate the intricacies of a well-prepared dish. From veal scallopini to breaded chicken with mushrooms, she developed a personal repertoire of dishes, which later transformed into her unique ability to describe and critique dishes with the expertise of a seasoned chef.

“I always appreciated what went into a dish. When I look at a plate, I see the effort, the thought, and the artistry behind it,” Sara explained in a recent interview on The Late Night Restaurant Network .

The Birth of DINE Magazine

In 2007, Sara took a bold step by launching DINE Magazine, a luxurious, glossy, oversized publication that quickly gained traction within the culinary world. The magazine was a love letter to the art of dining and travel. It featured high-quality photography, stunning design, and deeply personal narratives about the food and places Sara and her team encountered. It wasn’t just about where to eat, it was about how it felt to be there, what emotions the environment stirred, and the cultural significance of the dishes.

Sara's son, Adam, joined her in this endeavour, handling marketing and operations, while Sara focused on curating content. Together, they built DINE into a household name for those passionate about food, travel, and culture.

“Good enough is not in my vocabulary,” Sara says. “I wanted the best paper, the best photographs, the best everything. If it wasn’t excellent, why bother?”

That commitment to quality resonated with the magazine’s readers. DINE quickly became a staple in fine dining establishments, hotels, and embassies around the world. The magazine’s success wasn't just limited to its editorial content, its design was and is a work of art. Readers loved the tactile experience of holding the glossy pages, feeling the weight of the publication, and savouring every word and image.

Resilience in the Face of Adversity

Like many industries, the pandemic of 2020 hit the print publishing world hard. With fewer people dining out or travelling, traditional print advertising revenues began to dry up. But in true Sara Waxman fashion, she didn’t give up. Instead, she saw the pandemic as an opportunity to innovate.

The shift to digital was a daunting task, especially for someone who had built a career in the print medium. Sara, however, didn’t back down from the challenge. Together with Adam, who took on the role of publisher, they transitioned DINE into a fully digital platform. The move not only preserved the legacy of the magazine but also opened new doors for growth.

Digital brought its own set of challenges. The costs, business model, and revenue streams were completely different from print. But Sara’s commitment to excellence remained unwavering. The magazine embraced the new format, incorporating videos, interactive features, and multimedia content that elevated the reading experience.

“We had to adapt to the times,” Sara said. “The digital world moves fast, and we had to keep up. But we didn’t compromise on quality. Our stories are still personal narratives. We don’t just tell you where to go, we tell you how it feels to be there.”

By incorporating features like video and interactive content, DINE became a digital magazine that allowed readers to do more than just read, they could watch, listen, and truly immerse themselves in the stories. Analytics showed that readers spent an average of 32 minutes on the magazine, an incredible feat in today’s fast-paced digital world where attention spans are short.

A New Era

As DINE Magazine evolved in the digital space, Sara and Adam took a bold step by narrowing the magazine's focus. Rather than covering a wide array of topics, they began to dedicate entire issues to singular themes. Their first thematic issue focused on Stratford, Ontario, home to one of the world’s most renowned drama festivals. The issue provided readers with a complete guide to Stratford, from where to eat to what shows to see, and it was a massive hit.

“We realized that people wanted a deeper dive into specific topics,” Sara explained. “Our readers appreciated the immersive experience we provided, so we decided to make every issue feel like a journey through a particular destination or theme.”

This approach has set DINE apart from other digital publications. Whether it’s a detailed exploration of a city, a cultural event, or a culinary trend, each issue feels like a curated adventure designed to captivate and inform.

The Essence of Canadian Cuisine

Beyond the format and business side, Sara's love for Canadian cuisine is central to her work. When asked how she defines Canadian cuisine, Sara beautifully encapsulates its essence by comparing it to the population itself: diverse, dynamic, and influenced by waves of immigration.

“Canadian cuisine is like the Canadian population, constantly evolving as people from all over the world bring their cultures and traditions here. We now have restaurants representing regions of countries most Canadians had never heard of 20 years ago. That’s the beauty of it,”.

Sara has always celebrated the multicultural fabric of Canada through her magazine. From writing about Syrian chocolatiers to exploring Nova Scotia’s street food, Sara’s content has always reflected Canada’s rich and evolving food culture. Her writing captures not just the taste but the story behind each dish, giving readers an understanding of the labour, tradition, and creativity involved.

The Future of DINE and Sara’s Legacy

With over four decades of writing under her belt, Sara shows no signs of slowing down. Her resilience and ability to adapt to the ever-changing media landscape is a testament to her enduring passion for storytelling. Whether in print or digital, Sara’s commitment to sharing the best of the culinary world remains steadfast.

She hopes that DINE will continue to thrive in the digital age, with more exciting stories, immersive content, and perhaps even the return of limited-edition print runs for those who still yearn for the tactile experience of a physical magazine.

“I’ve always been about sharing stories, whether it’s through a glossy magazine or on a digital platform. My goal is to make people feel like they’ve experienced something special through my words,” Sara reflects.

Sara Waxman’s impact on the Canadian culinary landscape is undeniable. Through her writing, editing, and relentless pursuit of excellence, she has not only documented the evolution of the country’s food scene but also influenced it. As the culinary world continues to grow and change, one thing is certain: Sara Waxman’s legacy will remain a cornerstone of Canada’s rich food history.