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How Google Almost Destroyed Zagat

After a tumultuous few years, the tech company no longer needed the legacy review brand.
Google / Zagat
Photographer: Paul Taggart

It’s hard to imagine anyone could make the name Zagat obsolete in the world of restaurant news. Yet Google almost pulled it off in just under seven years.

On March 5, nine-year-old restaurant guide Infatuation announced it was buying the Zagat brand for an undisclosed amount. The company—best known for its #eeeeeats hashtag—now controls the 35-year-old Zagat name and its international catalog of reviews.