Google is selling Zagat to The Infatuation for an unspecified amount, according to a New York Times report. Google had originally purchased the restaurant review company in 2011 for $ 151 million, but earlier this year reports revealed that Google was looking to sell Zagat.
Since that acquisition, Zagat restaurant listings have been integrated into Google Maps and Google employees have been running Zagat.com, but the company has not managed the review site, which has become less important over time, while that the most useful online services are old competitors. Yelp has grown to dominate the space.
Infautuation is an interesting buyer for Zagat, given that it is the exact type of internet-centric upstart restaurant review service that has decreased the impact of Zagat and its analog guides in recent years. According to the NYT, The Infatuation plans to keep Zagat as a separate brand, which serves as a place for user-generated content that will serve as counterpart to The Infatuation's curated guides.