If the rumors to be believed Google is selling off Zagat to "The Infatuation". The Infatuation, which covers restaurants both in the US and overseas, said it had its first profitable year in 2017.
According to the report, Google is selling Zagat to restaurant review site The Infatuation. As Reuters noted at the time, Zagat has increasingly become less of a focus for Google, as the company began growing its database of restaurant recommendations organically.
Alphabet Inc.'s Google (GOOGL) will reportedly sell review platform Zagat to online startup Infatuation.
Now, Zagat will be in the hands of a 9-year-old company geared toward a Millenial audience whose brand loyalties have been forged in the digital age.
The search giant bought Zagat seven years ago for $151 million.
The Infatuation and Zagat will operate as two distinct brands, with individual platforms, and distinct purposes and points of view. That manner of content has become increasingly important for driving services like Google Maps, which incorporates it directly into its location services.
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But The Infatuation, a restaurant reviews site that started in much the same fashion that Zagat did, sees the brand as an iconic institution and is thrilled to welcome it to the ranks.
"Tim and I are very excited for Zagat's next chapter with The Infatuation", Nina Zagat said.
Zagat was the brainchild of Tim and Nina Zagat where they used to conduct surveys on their friends' opinions on various eateries of New York City. "Their innovative approach, and their passion for helping people discover great restaurants and for building community lines up exactly with what we built with Zagat from the very beginning".
The company intends to keep Zagat as a separate brand, using it as a user-generated-content counterpart to The Infatuation.
"We're just trying to build something that takes this powerful brand and continues to grow it", said Stang.
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