We create great solutions that improve client satisfaction
and create efficiencies in contract foodservice

Area101 About

What We Do

Contract Ecommerce

Area101 creates internet based solutions that power commerce and improve client connections in contract foodservice.

Our PHILOSOPHY is simple; create clean solutions that clients love and contract operations can easily use.

Our PASSION is innovation and using technology to creatively inspire client connections.

We are a Software as a Service "SaaS"" company that delivers business to business "b2b" e-commerce solutions.

Our Journey

How we got here

  • 1998

    The Making of Our Team

    We were just a few creatives trying to make a living from two greatest passions, food and ecommerce.

  • 2001

    First Customers

    We began building a portfolio of high quality products which are now present world wide.

  • 2015

    A New Year, New Solutions

    We are creating a plethora of customized storefronts. SMS & CMS integration, plus revolutionary reporting changes are powering our future.

Meet our Leadership Team

The people behind the scene

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Todd Ballinger

President and CEO

The original idea for Area101 came to Todd, while at Microsoft in 1997. After being a successful entrepreneur and founding member of several Silicon Valley start-ups, Todd decided it was time to start Area101. Todd’s experience in the Food Service industry combined with his 20+ years of utilizing technology to solve business problems was the perfect combination. With solid business planning as the backdrop, Todd leads the day to day operations of Area101. Todd is also blessed with 5 wonderful children and actively volunteers his time in a variety of philanthropic projects.

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Robin Clement

Chief Operating Officer

Robin brings 25 years of extensive contract food service management experience to the Area 101 team. She has been a software implementation specialist for the last decade and has extensive experience expanding Area 101 solutions from an online ordering system to a highly leveraged web-based data system serving numerous functions throughout contract food service accounts. She is a cutting-edge leader who thinks outside-of-the-box when it comes to software implementation and builds business continuity for our clients.

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John Burton

Managing Director UK and Ireland

John is responsible for strategic development and growth across the UK and Ireland business. He joined the Area101 team in 2014 bringing 15 years of multi-sector project management experience including extensive IT solution delivery experience within the catering, facilities management and hospitality arenas. John holds a BSc in Software Engineering from the University of Manchester and a Masters in Business Administration (MBA) from the University of Durham.

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Frank Wheeler

Vice President Technology and Solutions

Since 1999, Frank has been involved in many aspects of Area101. With his strong technical background, he leads the solutions and engineering teams. Involved in everything from customer appreciation, implementation and engineering direction to day-to-day production support, Frank is one of our customer's favorite go-to-guys and is always ready to help with a solution. He holds both a Bachelor's degree in Electrical Engineering and Computer Science from the University of WY.

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Kate Otto

Director Projects and Delivery

Kate has been with Area101 since 2007 working closely with our clients in many capacities including front-line customer support, training, and project management. As Director of Projects and Delivery, Kate not only leads and mentors our project management team, she continues to work directly with our clients, addressing their needs in all aspects of solution deployment, apprising them of our latest innovations and making sure they are using our solutions to their fullest capability.


Our Delivery Process

this is how we get it done


Fresh Creative Design

always fresh ideas

We love innovating and creating high impact web applications that help drive business and create effencies.



Pick your template

Choose from our library of distinct shopping experiences to power your solution.


Responsive Layouts

fully responsive design

All of our templates are built to support for a wide range of devices including phone, tablet or a desktop.


Easy to Customize

create your layout in seconds

We are experts in customization and integration. It all starts with a great cutting-edge technology platform and it grows from there.