yelp platform

Yelp rolled out an update to its popular iOS app on Tuesday, adding a new feature that lets users order food for pickup or delivery at the tap of a button. The delivery option is supported by pre-existing services and Eat24, but lets users order from nearby restaurants without ever leaving Yelp's app. The update is also "coming soon" to Android devices.

The new online delivery service is part of a bigger project called Yelp Platform, which company CEO Jeremy Stoppelman announced in a post on the site's official blog. The purpose of Yelp Platform appears to be to push users through other apps and services without ever leaving Yelp. Additional categories including spas, yoga studios, salons, and dentist appointments should become available in the next few months through apps including Booker, Intuit's Demandforce and MindBody.

Yelp's announcement makes no mention of Seamless or Grubhub, two of the biggest online food delivery services around. Both have apparently been left out of Yelp Platform and will likely face heightened competition from the updated app. The two companies announced a merger in late May, however, and should be able to put up a fight against Yelp using their combined user bases and restaurant networks.