On December 5, SinglePlatform, a platform that syndicates restaurant menus to various search and directory sites online, and is positioned as a listings management company, was sold to TripAdvisor by Endurance International Group, which acquired ConstantContact for just over $1 billion in 2015
This deal is great for TripAdviser, who has been expanding its restaurant services and distribution capabilities. SinglePlatform is also reaping benefits from this deal, as it will find a better product and cultural fit at TripAdvisor than it did at ConstantContract or its parent holding company Endurance International Group.
According to the TripAdvisor press release, SinglePlatfrom will let TripAdvisor to “expand its digital marketing suite for restaurants and soon offer valuable menu and listings management services to restaurant owners globally utilizing the knowledge and network of the SinglePlatform technology. In addition, TripAdvisor will be able to offer a more advanced menu integration to help diners searching on TripAdvisor for restaurants.”
TripAdvisor has about 5 million restaurants listed, and from that list, some pay for ads and greater visibility or expanded listings. It will even pitch menu syndication as an SEO/visibility offering to a substantial portion of that list.