Yelp has formally announced a new tool called Yelp Platform that turns its local business pages into a platform for consumer transactions.
It’s somewhat similar to, but not to be confused with the call-to-action product that Yelp recently began offering to advertisers.
Today’s launch is narrow. It’s focused specifically on the restaurant category, and allows consumers to order food for delivery or pickup from about 100 restaurants that are supported by Delivery.com and/or Eat24. Yelp CEO Jeremy Stoppelman told the MobileBeat conference today that Yelp will handle most of the experience from ordering through checkout and payment processing.
You can see an example of Yelp Platform in action on the Yelp listing for Republic, a restaurant in New York City.
Yelp promises that the Platform tool will be rolled out to additional categories including dentists, spas, salons and yoga studios.
Yelp Platform is available on Yelp’s website, as well as on its mobile website and its iOS apps. The company says Android rollout is coming soon.