Google no longer has any big plans to expand the restaurant guide and rating company Zagat that it bought seven years ago for $151 million.
An upstart restaurant review company known for its branded #EEEEEATS hashtag on Instagram, The Infatuation has announced that it has acquired Zagat from Google for an undisclosed amount.
“How often does an iconic brand like Zagat become available?” said Chris Stang, co-founder and chief executive of The Infatuation to the “New York Times.”“When you think about its history and what Zagat means to so many people, it’s a huge opportunity.”
The Infatuation, which was founded nine years ago, may be acquiring a coveted brand, but it’s also inheriting a challenge.
Zagat used to be one of the first website’s offering restaurant recommendations, but now the competition is fierce.
Everything Google touches turns gold wasn’t exactly the case when it came to Zagat.
“Life under Google has sometimes been rocky for the business, including a de-emphasizing of Zagat content in favor of Google’s own collected recommendations,” writes the “New York Times.” “In 2016 Google unveiled a new look for Zagat’s website and an app that provided suggestions based on users’ locations and the time of day.”
The Infatuation, which offers reviews for restaurants in cities like New York, Los Angeles, and San Francisco, aims to take its restaurant review company to the next level with Zagat. The companies will remain separate.
“We’re just trying to build something that takes this powerful brand and continues to grow it,” said Stang.
Nina Zagat, the co-founder of Zagat, is optimistic that The Infatuation is the right fit for the company she created with her husband back in 1979.
“Tim and I are very excited for Zagat’s next chapter with The Infatuation,” said Zagat. “Their innovative approach, and their passion for helping people discover great restaurants and for building community, line up with what we built with Zagat from the very beginning.”
Learn more about The Infatuation and its Zagat acquisition at the “New York Times.”