At the time, the details were light and it wasn't known which company Google was speaking with, though the initial report said that several entities were interested in the longstanding service. 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.
If we ever do get financial information on this deal, keep in mind that Google paid $151 million for Zagat back in 2011.
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"How often does an iconic brand like Zagat become available?" said Chris Stang, a co-founder of The Infatuation. 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. Its Text Rex texting recommendation service staffed by humans recommends restaurants for users' particular occasions or cravings. 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 will introduce Zagat to its highly engaged, millennial audience and will leverage the social capital which they have earned since their launch nine years ago to help grow the Zagat brand. "Tim and I are very excited for Zagat's next chapter with The Infatuation", she said.
The Infatuation did not disclose the amount of the impending purchase. "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". But Mr. Stang made one thing clear: the Zagat brand will be respected and cherished at The Infatuation.