Zomato has announced that it is shutting down US-based restaurant discovery service Urbanspoon which it acquired for around $50mn -$60mn earlier this year.
The company said, via a Facebook post, that starting from today all Urbanspoon users will be redirected to Zomato.
The move doesn’t come as a surprise, as Zomato had announced that it would integrate Urbanspoon and itself at the time of the acquisition, following which it would migrate traffic.
The acquisition was aimed at gaining Urbanspoon’s vast user base in the US, Canada and Australia in order to take on rivals such as Yelp.
Deepinder Goyal, CEO of Zomato, acknowledged that post-acquisition, two-thirds of Zomato’s traffic would come from just the three major countries Ubranspoon operated in, making the acquisition all that more important.
Zomato even rejigged its brand identity with a new logo to align better with that of Urbanspoon, helping make the transition a little easier for users of the now-defunct service.