It's a restaurant review company and has tried their hands on developing smartphone apps, an Instagram hashtag and a texting recommendation service as parts of its path to growth.
According to NY Times, Infatuation plans to announce the deal on Monday.
Those that've used Zagat for restaurant reviews for the past 10+ years will be glad to hear that the brand will continue to exist as its own separate entity under The Infatuation.
The Infatuation, which was founded by former music industry execs Chris Stang and Andrew Steinthal, reviews restaurants in such USA cities as New York, San Francisco and Los Angeles as well as global locations including Melbourne, Australia and Cape Town, South Africa. Working within The Infatuation's infrastructure and leadership, Zagat will expand user surveys and develop a new tech-driven platform that will create a stronger, more meaningful alternative to other crowdsourced restaurant reviews.
The deal will bolster the profile of the 9-year-old The Infatuation. Zagat's 30-point restaurant rating scale was also reduced to a scale of one to five in 2016.
The Infatuation didn't share the purchase amount to the New York Times. Since then, Zagat scores and reviews have been integrated into Google services and Google employees have been running Zagat's official website.
The search giant has agreed to sell the business to another restaurant review provider that operates under the brand The Infatuation.
"Zagat has helped us provide useful and relevant dining results for users across our various products", Google vice president of product and engineering Jen Fitzpatrick said in a statement.
The Zagat brand is both a blessing and a curse for The Infatuation.
The Infatuation launched nine years ago with restaurant reviews in cities like New York, San Francisco, Los Angeles, and London, using hashtags-like #eeeeeats-and other social media platforms and strategies to draw audiences to its recommendations.