Controversial restaurant review site Yelp announced today that it acquired online food ordering service Eat24. According to a press release, Yelp bought the company for an estimated $134 million. Eat24 — which has a blog called the Bacon Sriracha Unicorn Diaries — is perhaps best known for its social media antics which include advertising on porn websites. Currently, the company works with around 20,000 restaurants in 1,500 cities nationwide. Yelp notes that it wants to help grow Eater24's offerings to one million restaurants across the country.
The two companies already have a history together: Venture Beat writes that in 2013, Eat24 struck a deal with Yelp where it was allowed to ad an ordering widget to various restaurant pages on the review site. Now it appears that Yelp itself wants to get into the online food ordering space. Yelp's CEO Jeremy Stoppelman reveals that online ordering is a "key vertical" for the company, adding that with the acquisition, Yelp now has "more tools and expertise to help engage our users from discovery through transaction." Venture Beat notes that adding another revenue stream in the form of Eat24 is a big move for Yelp, which has typically sustained itself with advertising.
Over the past few years, Yelp has added a number of services to its platform that go beyond restaurant reviews. Last May, the company launched its own online restaurant reservation service called Yelp Reservations. Restaurants can use the service for free "as long as the restaurant has 'claimed' its Yelp profile page." This is in addition to the reservation service SeatMe that the company acquired in 2013. If Yelp has its way, it will be the only site anyone uses to dine out.