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Urbanspoon aims for personalization with app update

Urbanspoon is continuing to prove that it is important for marketers to constantly update applications by introducing a new feature that creates personalized lists based on a user?s favorite restaurants.

The new Guides feature has been rolled out on Urbanspoon?s mobile and Web properties. Urbanspoon has made several recent updates to its services over the past few months to make the online dining experience more tailored for consumers.

?If you are an 18-year old college freshman in a university town, your dining needs will be different from a 35-year old mother in a big city,? said Kara Nortman, senior vice president of consumer businesses at CityGrid Media, Seattle.

?We strive to make the Urbanspoon experience more and more specific to each city, town and individual,? she said.

CityGrid Media is the parent company for Citysearch, Insider Pages and Urbanspoon.

Personalized recommendations
Urbanspoon consumers can now add their favorite restaurants to lists that are shared on the company?s Web sites and mobile apps as curated lists of content.

The goal of the new feature is to help consumers wade through content for a more tailored experience.

As part of the launch, chefs around the country have created their own guides to inspire others.

For instance, consumers can view a list of Richard Blais? favorite restaurants. Each guide also includes a piece of copy that describes why the chef picked the restaurant.

In addition to the guides feature, app users can now drag maps inside the restaurant views for an expanded view on the restaurant?s locations.

The app updates point to the growing need for hyperlocal, relevant app content.

Although location is a great way to help consumers discover new content, other features such as recommendations play an equally important role in helping consumers find exactly what they are looking for.

?We are constantly delivering new tools to support our community. Guides are a great way for consumers to get a quick snapshot of great places to eat while on their mobile device,? Ms. Nortman said.

Mobile eats
Urbanspoon has been making a lot of app updates recently.

Most recently, the company rolled out real-time reservations on its apps and site to let consumers make restaurant reservations on the spot (see story).

Additionally, Urbanspoon recently revamped its iPhone app in March to help users create more tailored search results. The update also included content from The James Beard Foundation, Eater and the Village Voice (see story).

?Consumers are increasingly using their mobile devices not just to search for a restaurant nearby at that moment, but to engage directly with that restaurant,? Ms. Nortman said.

?Mobile users increasingly have access to more and more real-time information about a particular restaurant that allows users to not just assess whether the restaurant is good, but whether it is available right now and if not, how long they may have to wait,? she said.

Final Take
Lauren Johnson is associate reporter on Mobile Marketer, New York