Yelp announced today it’s expanding its services, venturing into the foray of food delivery. According to a blog post from CEO Jeremy Stoppelman, the new venture will be called “Yelp Platform,” and it went live on Tuesday.

We’ll be rolling out Yelp Platform category by category, beginning today with food delivery and pickup. Starting now, people can order food directly from a select number of restaurants supported by and Eat24, like NYC’s Harry’s Italian Pizza Bar and Layaly Mediterranean Grill in SF. Eventually, consumers will be able to order whatever meal they’re craving for delivery or pickup at thousands of local restaurants across the US, directly from those businesses’ Yelp listings.

After that, Yelp will role out appointment booking services for businesses like dentists, spas and salons, writes Stoppelman. The platform already allows you to make restaurant reservations through an Open Table plug-in on the site, and so with Yelp Platform, the company is seemingly closer to becoming a one-stop site for doing what you need to do within the service industry.

So, is the company stretching itself too thin or is this new service a recipe for success? As I shared this news around the office, the first response was “They’re really struggling, huh?” According to the stock market, however, this new delivery service might be just what the company needs. Yelp shares rose 5 percent on Tuesday afternoon following this announcement.

Personally, I’m not a Yelp user (see: this), so I can’t comment on whether or not Platform would come in handy. However, it makes sense from a business perspective: If people are already on your site, why not keep them there?