One of the most common tasks users perform on AT&T Interactive’s YP.com is browsing local eateries in search of a good meal. Thanks to a new partnership with NYC start-up SinglePlatform, this task becomes easier with the addition of local restaurant menus on YP.com and its mobile/tablet apps. SinglePlatform is an online provider of restaurant menus and local business storefronts. It allows local businesses to publish information on products, services, photos and prices across search engines, mobile apps, travel guides and local review sites.
This deal allows YP.com to move up in the purchase funnel by providing more decision support information for hungry users — not just what kind of food but actual menu items and prices. To date, SinglePlatform has compiled 300,000 restaurant menus.
According to AT&T’s internal data, the addition of menus on YP smartphone apps has tripled the amount of restaurant searches per visitor. In addition, the number of phone calls and requests for maps and directions per visitor has more than doubled.
Wiley Cerilli, a former founding partner and executive vice president of food delivery site Seamless Web (now just Seamless), founded SinglePlatform in 2010. The company was named as on of “America’s Most Promising Startups” the following year by Bloomberg Businessweek.