YPG Launches 'Urbanizer' Restaurant App

Yellow Pages Group yesterday introduced a nouveau iPhone app called "Urbanizer." It's highly social, focused solely on restaurants and very nicely designed. Yellow pages branding is almost non-existent. The app is intended to appeal to a young, urban demographic that might not associate the yellow pages with "cool" restaurants and entertainment.

The app incorporates data from YPG's CanadaPlus cityguide as well as recent acquisition Restaurantica. It utilizes Facebook Connect to build the social graph into the app as well as to broadcast information back through the Facebook news feed. One of the novel dimensions of the app is the ability to make restaurant choices by "mood." According to the press release:

With Urbanizer, urbanites can now discover local places by telling the app what they are in the mood for. For example, users can choose from a selection of pre-defined moods such as "romantic dinner" and "hipster snack" or use Urbanizer's equalizer function to create a custom mood based on combinations of cuisine, ambiance and service categories.

Urbanizer also enables users to tag places by "mood" and shows a "mood map" (vs. a heatmap) of the various cities it covers in Canada: Montreal, Toronto, Vancouver, Calgary and Ottawa. Here are some screens from the app:

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Yellow Pages Group has recently been making very interesting moves in buying a number of online verticals and diversifying its sources of traffic. Like AT&T's Buzz.com (which has a mobile component at m.buzz.com) Urbanizer represents an effort to reach into new demographic segments and build vertical sites/apps that offer both targeted traffic and leads to advertisers but also offer new user experiences to consumers.