Daily Media Media confirms that daily deal giant Groupon has just acquired Plumfare for an undisclosed sum.
“One of several apps on the market geared towards avid diners,” DDM reports, “Plumfare works by having users take mobile snapshots of entrees, drinks and deserts. The photos are then posted to social networks and gifted to friends, who ultimately have the option of redeeming the offers.”
Plumfare takes a cut on all redemptions.
In recent months, the San Francisco-based app creator has been working to create and launch more from eateries across the country. Now in partership with Groupon, Plumfare should have a much easier time expanding its reach.
Groupon’s purchase of Plumfare marks the latest in a series of shifts this year for the daily deals giant, which also acquired deal-finding app Glassmap back in January.
“We are preparing to be the first large-scale e-commerce company that is predominantly mobile,” Groupon CEO Eric Lefkofsky said during the company’s Q2 earnings call. “To us, mobile commerce is everything you can buy, anywhere you are with the touch of a finger–all carrying a virtual shopping mall around in our pocket. It’s commerce in a connected world where people infuse technology into their everyday buying patterns. It’s all about interacting with your surrounding using geographic data to make purchasing more relevant, more personalized, more immediate, more efficient.”
