"One day when I was having a meal nearby, near my place, they had a membership form to fill out to become a member of that retailer's programme," he recalls.
"They only had two restaurants and I was thinking you wouldn't fill out that form…just to have another card that's only for that retailer."
Mr Haddad was annoyed at the prospect of having yet another loyalty card stuffed into his wallet. So he dreamt up a service he calls Taggo - short for tap and go.
The idea he says is simple: take a plastic card with a unique identity number, one you use for everyday tasks such as contactless payments or paying for public transport. Next, register it with the online service. Then you can use your card to sign up as a fan on the Facebook pages of retailers or restaurants, and be in line to receive special offers and discounts.
"It's a substitute for coupons, it's a substitute for cards so the retailer doesn't have to issue his own loyalty card," he explains. "You just tap your transit card and on the screen the clerk sees whether or not you're a fan."
Taggo is currently undergoing what Mr Haddad calls "a soft launch", and he says Singapore is a good place to do this in: "Right now retailers are really going nuts about fan pages, about Facebook. I've met a surprising number of retailers here in Singapore that don't have web pages, websites, but they have Facebook fan pages…they're building fan pages faster than websites."
Aneace Haddad hopes his service has the capacity to one day become global - but he rejects the suggestion that he is tying his fate too closely to a single online platform, Facebook.
"There's nothing preventing someone like Google from creating a fan page concept," he says. "They have business pages in an embryonic form…those could easily grow and become bigger business pages, which could integrate Taggo as well"
