The company under Google's control over the past seven years and has been run by a small team.
Zagat's time at Google hasn't exactly been a raging success, and as other review companies like Yelp lap them in both traffic and relevance, time will tell whether The Infatuation's social media savvy is enough to resuscitate the aging brand.
The company intends for Zagat to remain a separate brand, serving as a user-generated-content companion to the site's existing content, which is produced by a staff of writers.
The Infatuation, the popular restaurant discovery platform, announced today that it has entered into an agreement to buy Zagat, the restaurant review brand, from Google. "Iconic brands don't become available very often, and Zagat is about as iconic as it gets".
Alphabet Inc.'s Google (GOOGL) will reportedly sell review platform Zagat to online startup Infatuation.
Now Zagat's future lies with a nine-year-old business founded by Stang and Andrew Steinthal, two former music industry executives who initially wanted a way to recommend restaurants and bars to their friends. In 2016, Google redesigned Zagat's website and published an app to provide suggestions based on a user's location and the time of day. 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. "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".
The Infatuation didn't share the purchase amount to the New York Times. But Mr. Stang made one thing clear: the Zagat brand will be respected and cherished at The Infatuation.
"We're just trying to build something that takes this powerful brand and continues to grow it", he said.