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TripAdvisor acquires menu management company SinglePlatform

Travel giant TripAdvisor has embarked on a new journey with the acquisition of SinglePlatform after tabling a bid for the menu management provider to improve its guest experience.

SinglePlatform offers restaurants a one-stop-shop for publishing and maintaining menus online, an important task with 93% of all diners scanning the food offering before booking a table. The service also offers to share contact details and opening hours on high traffic platforms such as Facebook and Google.

Now under TripAdvisor’s umbrella, the service will expand its digital marketing suite and provide the travel portal with more advanced integration of restaurant services for businesses and customers.

Bertrand Jelensperger, senior vice president, TripAdvisor Restaurants, said: “We are obsessed with making restaurateurs' jobs easier and more successful, and our acquisition of SinglePlatform is an important step in offering them a place to conveniently manage their entire online presence across the web from TripAdvisor. We look forward to bringing SinglePlatform's technology and know-how to a truly global audience to help millions of restaurant owners and managers unlock more digital opportunities."

TripAdvisor currently offers restaurants a range of services to update listing information and respond to diner reviews, although this can go awry as in the case of Pizza Express Woking.

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