Google to sell Zagat to the Infatuation

https://www.nytimes.com/2018/03/05/business/dealbook/zagat-google-infatuation.html?rref=collection%2Fsectioncollection%2Ftechnology

The Infatuation announced today that it would buy Zagat from Google for an undisclosed amount. The Infatuation is a restaurant review company that has embraced social platforms, the trend of foodie photography, and power of online communities to build a strong following. The Infatuation popularized the hashtag #EEEEEATS and also runs many food-related accounts on Instagram. Last year they released a texting recommendation service called Text Rex that users can interact with to get restaurant recommendations based on location, occasion, and cuisine that the user is looking for. 

Zagat on the other hand was started in 1979 and began its business publishing physical books of restaurant reviews and has established itself as the expert in the review space for the older generation. However, in recent times they haven't adopted technology in the same way some of the competition has stifling its popularity amongst millennials who are far out-spending previous generations when it comes to dining. I think this acquisition is a good one for Zagat who can benefit from the leadership and fresh perspective of a 7 year old company. I will be curious to see how The Infatuation incorporates Zagat's content into their experiences and if they will keep the brands separate or take a more integrated approach. This acquisition proves how important it is for brands to adapt to new audiences and be flexible with their strategy as their audiences behavior changes -- especially if they are in industries where millennials are predominant consumers.