Yelp has purchased the food delivery mobile application Eat24 for $134 million, initiating its venture into the ordering business, currently dominated by groups like Delivery and GrubHub.
"For those of you who haven't used the service, its mission is to keep you from having to cook, shop or wear pants," Yelp Chief Executive Officer Jeremy Stoppelman wrote in a blog, according to CNET.
"As a Yelp Platform partner, they've been a valuable driver of our growth in the restaurant category while continuing to build an impressive business of their own."
Eat24 currently works with approximately 20,000 restaurants in over 1,500 cities across the United States, integrated with Yelp through its ordering system.
Now, Yelp seeks to use Eat24 as a platform for appealing to a large consumer market that is increasingly using online food transaction sites. It is also looking to work closer with businesses already using the site to advertise their restaurants--companies that purchase space on Yelp's website are normally bumped to the top of search results.
"As more food ordering transactions move online, further integrating Eat24 will enhance our user experience with an easy-to-use product and service that allows our large consumer audience to transact directly with businesses," Stoppelman added in the statement, CNET also reports.
Shares for Yelp rose more than six percent following news of the purchase. Investors over at GrubHub and Delivery are expected to keep a close eye on Yelp's newest endeavor.
