: Restaurant website/shakeable iPhone app UrbanSpoon is taking on incumbent reservations powerhouse OpenTable.
The new system launched with just four restaurants in Seattle, but is expected to eventually expand into all of the 90 markets it serves. As with OpenTable, restaurants will pay $1 per resy. One notable twist: UrbanSpoon's service allows for same-day dining only.
Urbanspoon's iPhone app has been wildly popular. It averages more than one-million "shakes" a day, according to the company. Both the iPhone app and the Web site started with limited features, but it has developed more services, such as online menu previews, restaurant reviews and more. The reservation feature will be rolled out slowly across the country.