In a recent article in TechCrunch, Ingrid Lunden details Yelp's jump into the food delivery market.

"Another acquisition for Yelp that will take the local listings company even deeper into commerce and food-related services. It’s gobbling up Eat24, a U.S. food delivery business that competes with GrubHub, Delivery.com and others in the area of delivering food on behalf of various restaurants."

Though food delivery is hot right now, this seems like a pretty aggressive pivot for Yelp. There core business is local business listings and advertising. It doesn't make a lot of sense.

Hmmm...