Dishola.com - Find Your Favorite Dish

Taking an interesting twist on a now familiar genre, Dishola helps you find a restaurant you want by searching their best dishes. So, say you are in Austin, Texas and you just have to have the best BBQ beef sandwich available. You can enter those key search terms, and hopefully you will get a listing of the best BBQ sandwiches in Austin (entries are tagged). The site obviously relies a lot upon user submissions, as the creators are from Texas and most of their entries are understandable from down south. They do feature celebrity bloggers/chefs to get the site more interest and exposure, but the listings are still limited. The creator, in an attempt to change that, encourages readers to go on food safari's for the best dishes of a certain genre with friends and family, and then to of course submit the group's favorite finds. Either way, the site is fun and good natured.

"dishola.
v. To share the love of food - dish by dish.
n. The ultimate source to find real meals at real places that rule.
Check out reviews from Dishola editors, industry professionals (chefs, waiters, dishwashers), and our enthusiastic members (passionate eaters just like you). So, what's your favorite dish?"

I encourage and applaud any innovation in a overexposed genre, such as food and restaurant review sites. This site offers a unique twist to the online restaurant search game, and I hope they get enough people to submit their favorite dishes and make this site useable in other major US cities.
I also believe this approach could be adopted and adapted to a more established site, so i hope they have trademarked it in some way so it isn't just copied and exploited.

Have they considered posting on Craigslist or another site like that to get people in different cities to submit their favorite dishes? Have they considered selling the concept to a more established and popular food/restaurant site? Are they making any profit?