The Infatuation to Acquire Zagat Brand Investment

Google is selling Zagat to an upstart restaurant review site

Zagat, which was originally started by Tim and Nina Zagat as a survey of their friends' opinions about restaurants in NY, had been acquired seven years ago for $151 million when Google planned to integrate its reviews into its mapping service.

However, it looks like Zagat's usefulness to Google has worn out, as it is offloading the brand to nine-year-old reviews site The Infatuation.

Zagat was purchased by Google in 2011 for $151 million. They even introduced an app to provide suggestions as per the user's location and the time of the day.

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"Zagat has helped us provide useful and relevant dining results for users across our various products", said Jen Fitzpatrick, VP of Product and Engineering, Google.

Beato echoed the sentiments of Chris Stang, The Infatuation co-founder and CEO, who said that the acquisition was indeed a huge opportunity as seldom there is an iconic brand like Zagat to be available.

Zagat was a pioneer in using surveys of consumers to gauge the popularity of restaurants and dining trends. The company covers major cities in both the USA and overseas, including New York, Los Angeles, London, Chicago, San Francisco, Austin, and Seattle. The Infatuation, which covers restaurants both in the USA and overseas, said it had its first profitable year in 2017. "We try to create a true connection with the audience". Nina Zagat, the former owner of Zagat said, "Tim and I are very excited for Zagat's next chapter with The Infatuation", she said. "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". Instead of looking to merge one brand into the other, The Infatuation says it plans to keep the brands distinct. "It is the flawless complement to what we have been building at The Infatuation".

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