Google Buys, Then Shuts Down Restaurant Website Builder Appetas

Appetas GoogleGoogle has purchased Seattle-based Appetas, a website that lets restaurateurs build a website inexpensively with integrations that only larger restaurants can usually afford.

This comes on the heels of last year's relaunch of Google's Zagat site, which includes ratings and reviews of local hot spots and restaurants.

What Is Appetas' Special Sauce?

Appetas' hyper focus on the restaurant industry has allowed them to create a unique set of tools and value propositions for their clients. They have brought big-budget integration to local restaurants and cafés.

According to TechCrunch, Appetas' solutions "include not just reservations and delivery systems, but social media integrations and mobile websites."

Where Does This Leave Current Customers?

Appetas co-founders Curtis Fonger and Keller Smith announced their news earlier this week. In regards to the immediate impact on current customers, Fonger and Smith shared the following on the Appetas blog:

"To focus on our new endeavors, we'll be shutting down the Appetas service and working with our customers to transition their websites over to alternative platforms."

Additionally, Appetas will be reaching out to customers individually to walk them through the transition.

What Does Google Have Planned for Appetas?

There has been no formal announcement on what exactly Google plans to do with the new talent they've acquired. Will they integrate Appetas' technology into their local services, to help more Google users find accurate information about restaurants through local search?

What do you think Google's got cookin'? What are some of the creative ways that you think Google can properly leverage their recent moves in the restaurant market?

About the author

Ashley Zeckman is the Director of Marketing for Benovate, a Minneapolis based health management company. She is responsible for the digital marketing strategy for the organization which includes search engine optimization, social media, and content marketing. She also provides guidance on communications best practices and on the communications support available for each client's unique business needs and budget.

Prior to joining Benovate, Ashley was a Communications Manager for RedBrick Health. Ashley also held the position of Marketing Manager for TopRank Online Marketing, a digital marketing agency. Her areas of expertise include communications, client relations, integrated marketing, online marketing, marketing strategy, content marketing, SEO, digital PR, blogging, B2B and B2C marketing, customer segmentation, and social media strategy.