Google sells remains of Zagat brand to The Infatuation

Google is selling Zagat to an upstart restaurant review site

Alphabet previous year sold off two robotics firms, Boston Dynamics and Schaft, and a satellite imaging business acquired in 2014. Since its founding by Tim and Nina Zagat in 1979 as a compilation of opinions about New York City restaurants by their own friends, Zagat has grown to become synonymous with restaurant reviews in cities across America and beyond. Google meant to use Zagat's brand name recognition as well as its history of reviews to bolster its own reviews embedded in the Google Maps app.

Zagat was an iconic brand which is used as a restaurant recommendation service and was bought by Google in the year 2011 for a whopping $151 million with an intention of bringing the restaurant review empire into the digital era.

The Infatuation is a nine-year-old company that plans to uphold and respect the decades-old Zagat brand.

Over a telephonic interview Chris Stag, a Co-Founder of The Infatuation and it's Chief Executive said, "How often does an iconic brand like Zagat become available?". The Infatuation claims to reach some 3 million users each month and boasts a presence in cities including Austin, Chicago, Denver, London, Los Angeles, New York, and San Francisco among others.

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Google incorporated Zagat into its Maps service, and released an app in 2016 that gives suggestions based on the time of day and a user's location.

Though Zagat's prominence has dimmed over time, Stang said that the brand remained relevant today, and that The Infatuation would apply its technological expertise to develop it further. "Tim and I are very excited for Zagat's next chapter with The Infatuation", she said.

We're thrilled by this opportunity to acquire such a pioneering and trusted restaurant guide as Zagat. One possibility is integrating Zagat's content into other products and platforms.

"We're just trying to build something that takes this powerful brand and continues to grow it", said Stang.

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