Google sells remains of Zagat brand to The Infatuation

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Google paid $151 million for Zagat in 2011, with the intention of making the company into a competitor with such restaurant-review sites as Yelp.

Although being integrated into Google Maps, but through Knowledge Graph, and web search, Zagat never played a major role in the parent company.

Alphabet Inc.'s Google (GOOGL) will reportedly sell review platform Zagat to online startup Infatuation.

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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.

As for what happens with Zagat, this latest report indicates that The Infatuation will keep it around as a separate brand and that it will be used as a place where user-generated content and reviews can be published. Alphabet past year sold off two robotics firms, Boston Dynamics and Schaft, and a satellite imaging business acquired in 2014.

That company, The Infatuation, plans today that it has bought Zagat from Google.

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Zagat now exists in several forms - as an app, a blog, a review service, and in several representative forms on social media of all sorts. She said, "Tim [Zagat, her husband, and co-founder of the company] and I are very excited for Zagat's next chapter with The Infatuation", she said. It does not rely on user reviews but manages its own editing, which is quite unusual for Google.

But The Infatuation, a restaurant reviews site that started in much the same fashion that Zagat did, sees the brand as an iconic institution and is thrilled to welcome it to the ranks.

"How often does an iconic brand like Zagat become available?" "It is the ideal complement to what we have been building at The Infatuation".

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That side project eventually became The Infatuation, whose in-house team of reviewers covers restaurants in cities like New York, San Francisco, Los Angeles and London.