New York Media, the publisher of New York magazine, is targeting hungry mobile users with the launch of a new iPhone app version of MenuPages.com. The free app, which launched January 28, includes listings for more than 30,000 restaurants in all eight US markets covered by the Web site: New York City, Boston, Chicago, Los Angeles, Philadelphia, San Francisco, South Florida and Washington, DC.
The goal of the application is to reach consumers on the go, who may be looking for restaurants. It is aimed at both customer acquisition and customer retention.
“MenuPages is designed for mobile, so this seemed logical,” said Ken Sheldon, executive director of consumer marketing at New York Media. “This has been requested and asked for from our audience. The strategy is to get it to as many people as possible.”
To promote the app, New York Media is using mobile marketing, e-mail and online ads. Banner ads will run on New York blogs and MenuPages.com, as well as on their mobile counterparts. Ads will also be served through Quattro Wireless’s mobile ad network in other related applications. E-mails will be sent to MenuPages.com members and to New York magazine audiences, including subscribers to the Grub Street newsletter, a New York Media food blog.
Users can search the app for restaurants based on popularity, distance, rating and price. They can make reservations by calling the restaurants with the app or book a table directly through the app via an OpenTable link. Users can review restaurants directly through the app and can also share restaurant picks with friends in the app, which connects to Facebook and e-mail.
Capital One is the launch partner and is running its “Locations” campaign within the new MenuPages app. The ad highlights Capital One branch locations throughout the target cities.