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Supporting LGBTQ-owned businesses: new page attribute, resources, and stories



Sam Butarbutar and Wenter Shyu of Third Culture Bakery

There’s a lot to celebrate this Pride Month, as chosen families and queer communities can soon reunite in the many bookstores, bars, and other small businesses that have become safe havens for LGBTQ+ people across the country. 

And yet, this Pride is also a reminder of the LGBTQ+ community’s continued fight for racial justice and equality. As so many queer Black activists reiterated last June: “Pride is a protest.” The pandemic forced closures of many beloved queer spaces and disproportionately affected LGBTQ+ people of color, who are more likely to lack access to medical care or sick leave. And hardly a year after a landmark ruling outlawed workplace discrimination based on sexual orientation and gender identity, anti-transgender bills have stoked hatred in state legislatures. 

In times of change, LGBTQ+ business owners have rallied for their employees and customers, including updating their policies and benefits to protect this community. In fact, this year the Human Rights Campaign saw a record-breaking 767 businesses earn a 100 on their Corporate Equality Index, the national benchmarking tool on corporate policies, practices, and benefits pertinent to LGBTQ employees. 

To help customers support these businesses and this community, Yelp is making it easier than ever for businesses to identify as LGBTQ-owned or Open to All. And for the month of June, when consumers search on Yelp for a bar or restaurant where they can celebrate and organize, they will be welcomed by rainbow map pins lighting their way.

LGBTQ-owned attribute

Business owners can add the new “LGBTQ-owned” attribute to display on their Yelp Page. This free, searchable attribute helps consumers find and support LGBTQ-owned businesses in their communities. 

This attribute is now available and is an opt-in only feature, as the decision to identify as LGBTQ-owned should rest solely with the business.

If you are an LGBTQ-owned business and want to add the attribute to your Yelp Page and to appear in “LGBTQ-owned” search results, you can opt-in via your Yelp for Business account by following these simple steps:

  1. Log in to Yelp for Business (Business Information tab)
  2. In the Amenities section, click Add or Edit 
  3. Select Yes next to “LGBTQ-owned”
  4. Click Save Changes

Did you know?

  • All businesses that select the LGBTQ-owned attribute will be sent a free window decal in the mail (eligible for businesses with a physical location listed on Yelp).

Rainbow map pins for Pride Month

In partnership with Open to All, inclusive restaurant, food, and nightlife businesses that have enabled the new LGBTQ-owned attribute or the Open to All attribute will have a rainbow-colored map pin for the month of June. Starting June 1, consumers can find these businesses highlighted with rainbow map pins by searching for Open to All or LGBTQ-owned restaurants or businesses, as well as through the homepage on the Yelp app and the search banner promoting inclusive businesses on web.

Note: Only LGBTQ-owned and Open To All searches for businesses in the restaurants, food, and nightlife categories will feature rainbow map pins. Standard (restaurant) searches will not show the Pride Month rainbow map pins. 

Business resources

Open to All
Resources for Businesses 

GLAAD
Media Reference Guide – 10th Edition

Human Rights Campaign (HRC) Foundation
Resources for Employers
Queer to Stay: An LGBTQ+ Business Preservation Initiative

The Story Exchange
Speaking to Transgender Customers

Out & Equal
Toolkits and Guides from Out & Equal Workplace Advocates

University of Maryland
Good Practices: Inclusive Restrooms and Signage 

Center for American Progress
What You Need To Know About The Equality Act

MAP Movement Advancement Project
Why We All Need the Equality Act Now

The Lesbian Bar Project 
The Lesbian Bar Project

Out in Tech & National Black Justice Coalition
App to Map Safe Spaces for Black LGBTQ+ Folks

Ben & Jerry’s
LGBTQ+ Rights

Yelp’s Women in Business Summit
The Conscious Consumer: Engaging with Values-Driven Customers

Inspirational stories

Fairmount Bicycles | How Fairmount Bicycles built the shop its neighborhood needed
Mina’s World | Serving sweet moments for all
Sam Butarbutar and Wenter Shyu of Third Culture Bakery
Third Culture Bakery | Melding cultures one mochi muffin at a time
Traveler Surf Club | A little beach house by the sea—for everyone

The information above is provided for educational and informational purposes only. It is not intended to be a substitute for professional advice and may not be suitable for your circumstances. Unless stated otherwise, references to third-party links, services, or products do not constitute endorsement by Yelp.

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