GrubHub's coming to the yellow pages.
Today, the Chicago-based online food-ordering leader has integrated with YP - the rebranded Yellow Pages - to bring its services to the latter's 80 million visitors. Though the Yellow Pages is traditionally viewed as an entity that the internet has made obsolete, YP's desktop and mobile site is still the largest local ad platform in the United States and the company's app ranks among the top 30 properties across all mobile apps.
The integration will allow YP users to search for food and complete an order with GrubHub restaurant partners seamlessly on the YP site or app. GrubHub also joins Open Table, Fandango, and Hotels.com as tech services that are now fully integrated with YP, enabling the site to truly focus on local commerce.
"We're excited to work with GrubHub to simplify the food ordering process for YP users," Darren Clark, CTO at YP, said in a release. "People will no longer have to leave YP to place their food orders. Making it easier for people to get things done quickly and efficiently is our vision for local commerce and this deal gets us one step closer to delivering on that strategy while also furthering our mission to help local communities succeed and grow."
Though YP will receive a percentage of every GrubHub transaction that happens on its site, the partnership is really about the data. By capturing search and click-through analytics relating to food orders, YP will be able to retarget this data to different consumer segments.
This announcement marks another milestone in GrubHub's big year. In early April, GrubHub became publicly traded and has seen its shares soar in the months since. The company is following up its IPO by recently filing for a second stock offering.
This partnership, if successful, could also lead the way to seeing GrubHub 'Buy' buttons on Google, Bing, and other search engines.
Regardless, it's another win for a Chicago startup pillar.
