Zagat Relaunches with More Free Content

Trying to reinvigorate its brand and build more usage (and ultimately revenue) Zagat.com relaunched its site with a wide range of new free content and tools:

• Enhanced Search Tools: New interactive maps allow diners to search by clicking on any neighborhood, drawing an area on a map, or indicating a popular landmark. The diner can also use Zagat’s vast set of restaurant data to find ideal places.
• Member Recognition: For the first time, Zagat is revealing the people behind the “quotes” by linking to members’ profiles. And a new badge system rewards active members for being “First on the Scene,” a “Good Neighbor,” “Witty,” etc. Members can also achieve “Foodie Status” and be featured on the homepage.
• Lists: Zagat has compiled hundreds of helpful lists – from Top Lists based on survey results to roundups put together by our editors – and they’re now just one click away. Members can also create and share their own lists.
• Cuisine and Locale Ranks: These new stats show how each restaurant ranks in its cuisine category and neighborhood.
• Third-Party Reviews: The site now includes ratings and links to reviews from other prominent local and national sources.
• Member-added photos: Members can upload their own photos of restaurants and dishes and view photos submitted by others.
• Percent Liked: This new metric will guide users in their restaurant choices based on the opinions of thousands of diners in the Zagat member community.

The site now becomes a reviews aggregator: e.g., go to Zagat to see Yelp ratings. There’s also much more emphasis on social and community in the new site.

In addition there are now check-in badges and status categories: “First on the Scene,” a “Good Neighbor,” “Witty.” Members can also achieve “Foodie Status” and be featured on the homepage. As mentioned in the bullets above there are also enhanced search capabilities, including custom search areas and neighborhoods:

Zagat is doing a fascinating dance, trying to balance free and paid features and content. The Zagat ratings remain behind the paywall. Here’s a video tour of the new features and site. Annual subscriptions are $25.

Do you think this strategy will succeed in generating more casual usage and upselling some of those visitors?