Za­gat’s Grand Re­open­ing

New owner The In­fat­u­a­tion has be­gun cook­ing up plans.

Fast Company - - Innovation By Design -

The Za­gat site re­mains largely un­changed af­ter be­ing ac­quired by The In­fat­u­a­tion last March, with Google rat­ings— pumped in through an out­side ap­pli­ca­tion—ap­pear­ing along­side ex­ist­ing Za­gat re­views. The In­fat­u­a­tion CEO, Chris Stang, ex­pects to re­lease a new plat­form for “com­mu­ni­ty­driven con­tent” by the end of 2019, and says that he and his team are cur­rently test­ing the for­mat and rat­ing sys­tem for re­views in­ter­nally. In the mean­time, the com­pany is ex­per­i­ment­ing with ways to ap­ply Za­gat’s heav­ily quote-driven restau­rant re­views to In­sta­gram. Cur­rently, geo­tags can alert edi­tors to where din­ers are post­ing from, and then edi­tors can “re-gram,” lay­er­ing user com­ments be­neath re­lated food pics. It’s also look­ing back to the com­pany’s roots. “I was jok­ing with [Tim and Nina, say­ing], ‘You were ba­si­cally build­ing an app but on pa­per, a use­ful tool that could be in your pocket at all times, and it worked,’ ” Stang says. “Their ap­proach to the guides is right. Yes, we live in a much dif­fer­ent time now, where every­thing is on th­ese su­per­com­put­ers in our pock­ets. [But] there’s still an au­di­ence that wants some­thing tan­gi­ble, that they can hold on to. An­drew and I can tell you [this from our] ex­pe­ri­ence in the mu­sic busi­ness. Just look at vinyl.”

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