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Status: Active
Registry Provider: ARI Registry Services
Type: Generic
Category: Food & Drink
Priority #: 132 - WhatBox? (Wedding TLD2, LLC)

More information: NTLDStatsLogo.png

.menu is an active gTLD that was proposed in ICANN's New gTLD Program. The applicant was WhatBox? (Wedding TLD2, LLC) and the company is now the Registry for the TLD.[1] The proposed application succeeded and was delegated to the Root Zone on 30 November, 2013.[2]

In early March 2013, WhatBox? became one of the first applicants to announce its decision for auction and premium service providers. It chose Afternic and NameJet to provide sunrise and landrush auctions, and offer premium name distribution for .menu, which given its place in the priority line should be one of the first generic (non-IDN, non-brand) TLDs to be launched.[3]

Application Excerpt

The following is excerpted from applicant response to question # 18:

"The Registry intends to develop two components of this gTLD. The first is the traditional registry model - a domain registration wholesale-retail model. Beyond this, the Registry plans to establish Registry-owned domains and websites, in accordance with Specification 9 of the Registry Agreement, centered around different menu categories, such as: Italian, French, Sushi, German, Ethiopian, Mexican, Indian, to name just some examples. A dedicated domain and website for each of these categories will be a content-rich environment driving Search Engine Optimization (ʺSEOʺ) and viewership, and serving as an information, pricing, reviews and communication resource for its participants. Each domain will also contain a directory of enterprises wishing to gain greater exposure to the users of the site.

The Registry will reach out to entities within the restaurant community-building platforms to generate publicity for the proposed gTLD and will welcome all registrants seeking a .menu domain. Following a Sunrise and Landrush period, the Registry intends to make domains available to anyone willing to complete the Registry’s application process and comply with Registry policies and ICANN requirements. The Registry will collect limited demographic information from registrants, which will be used to streamline searches and target communications. Registration requests for available names will be allocated by the registry through accredited registrars on a first come, first served basis, subject to the registry policies and ICANN requirements. The Registry will establish dispute resolution procedures concerning compliance with TLD registration policies and shall enforce such registration policies."[4]

Contract Signed

On Sept 11, 2013 WhatBox? received a Registry Agreeement signed by ICANN for .menu after passing the Initial Evaluation.[5]

Delegation and Availability

.menu was delegated to the Root Zone of the DNS on November 30, 2013, completing the successful application for the string.[2]


The Registry announced that their Sunrise Period for the string would begin 09 December 2013 and end on 06 February 2014.[6]