AT&T Interactive: Availability of Menus Plays Key Role in Local Restaurant Searches
March 5, 2012 | Contributed by: Stephanie Hobbs
AT&T Interactive recently announced some interesting stats about the positive impact that the addition of menus to its local restaurant listings is playing in driving hungry consumers into area eateries.
The company, which partnered with New York City start-up SinglePlatform last year to add the menus of more than 300,000 restaurants to YP.com and its growing portfolio of mobile and tablet apps (which now also include the Kindle Fire), said that the introduction of menus on YP smartphone apps alone had generated a notable impact:
- Restaurant Searches: Restaurant searches per visitor have more than tripled.
- Phone calls and maps/directions: The number of phone calls and requests for maps/directions to restaurants per visitor has more than doubled.
- Usage: 35% of smartphone users clicked on menus, when available, saving their time and likely the restaurant’s time, too.
AT&T’s move to add menus to its local search listings represents a growing trend in the industry. Last September, Google announced its acquisition of Zagat, highlighting the importance of local restaurant review sites (Zagat also features restaurant menus in its listings).
These great results are just one example of how valuable the availability of relevant business information in local listings can be in generating new customer sales.