Google is exploring a potential sale of Zagat, the US restaurant review guide which the search giant bought for $151 million in 2011, people familiar with the matter said.
A sale of Zagat would mark a course reversal for Alphabet’s once ambitious plans for the brand, spearheaded by former Google executive Marissa Mayer, who went on to become Yahoo Inc’s chief executive. Zagat gradually became less of a priority as Google focused on drawing traffic to its Google+ social network.
Google has held informal talks in recent months with multiple companies about offloading Zagat, the sources said, asking not to be named because the matter is private. Any deal would likely involve the Zagat brand name and website, the sources added.
Google’s asking price is not known, and there is no certainty it will agree to sell Zagat, the sources said.
A spokeswoman for Google declined to comment.
Google Maps incorporates Zagat reviews into its restaurant listings, and a small team at the company maintains Zagat.com, which features articles about restaurants in major cities.