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GrubHub, YP Deal Delivers on ‘YP Can Do That’ Brand Promise

When it comes to online and mobile food ordering, “YP Can Do That.” This week, YP announced a new deal with GrubHub that will integrate the online and mobile food ordering company’s restaurant listings and functionality on YP.com and the YP app.

The deal looks like a good faith effort to deliver on YP’s brand promise of helping consumers get things done. With GrubHub integration, YP users will be able to view menus and place orders directly on information pages for restaurants.

“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,” said Darren Clark, CTO at YP.

Since restaurants are still by far the most searched for business category, some GrubHub restaurants can expect to see increased exposure and awareness on YP’s digital properties.  On the other hand, YP will improve local search results by adding the listings from GrubHub that aren’t currently showing up in YP search results.

YP has made many moves over the last few years to deliver more functionality and content that helps consumers get things done. Despite the growing popularity of vertical specific apps and sites, deals with Goodzer, OpenTable, Fandango, Hotels.com and now GrubHub reflect YP’s continued effort to be “the go-to local search destination.”

In July, YP had 57.6 million unique visitors. Still, almost 70% of all searches in August took place on Google. Given YP’s deep assimilation in Google search results, referral traffic is a significant source of YP traffic. To generate more direct traffic, YP seems to be betting on the consumer experience and are using partnerships like the one with GrubHub to deliver a one-of-a-kind local search site.

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