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Food and Drink

Eat24 Sale Could Signify Yelp's Focus on the In-Restaurant Experience

Kristen Hawley

Photo Caption: Two-and-a-half years after buying Eat24 for $134 million, Yelp sold it to Grubhub for $288 million in cash.  

Skift Take

With several other restaurant-facing product offerings, Eat24 was the one that didn't fit into the Yelp puzzle. By ceding delivery to former rival, Grubhub, Yelp is free to focus on the other parts of its business that certainly benefit from its robust consumer network.

Ahead of its second quarter earnings report on Thursday, Yelp announced plans to sell its Eat24 delivery business to Grubhub for $288 million in cash. Yelp bought Eat24 in 2015 for $134 million, and currently integrates Eat24 into its restaurant listings. Instead, as part of a five-year deal, the ratings and review site will add links to order delivery via Grubhub into its platform.  Grubhub recently announced similar arrangements with TripAdvisor and Groupon, effectively making Grubhub the internet’s “order delivery” button — at least on review and discovery sites. By integrating into Yelp’s listings, Grubhub will power more orders than

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