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Zomato starts redirecting Urbanspoon users to its site

Zomato has shutdown Urbanspoon, about five months after acquiring it, and has started migrating Urbanspoon users to its own platform. The company has said that this decision was taken due to the expense of maintaining two platforms at a time. So long, Urbanspoon! pic.twitter.com/rWCX8Iaxpc — Zomato (@Zomato) June 1, 2015 Following this redirection, Urbanspoon users will have to get accustomed to a few changes. For instance, the rating system on Urbanspoon follows that 'like' and 'dislike' model, while Zomato follows that five point scale model. Also, Urbanspoon's iconic shake-to-search feature isn't updated yet.   @Zomato @ZomatoUK Thanks for auto-updating all the spoonback links! Nicely done. — Londonpiggy (@londonpiggy) June 1, 2015   @Zomato so all my urbanspoon likes are gone forever. No way to find that out anymore? Really wish I knew before so I could move to new site — Gufé (@Pupalups) June 1, 2015   @Zomato @BethGrangerSays why on earth branding-wise would they get rid of name Urban Spoon? For the name Zomato? Really? #fail — AM van den Hurk (@amvandenhurk) June 1, 2015 In January this year, Zomato had acquired IAC’s Urbanspoon in an all-cash transaction for $52 million to enter the crucial US market. At the time, it had been mentioned that most of Urbanspoon’s team will be joining Zomato and the company will be integrating its website and mobile apps to Zomato over the next few months. Zomato had earlier forayed into North America by launching in Canada in October last year. While Zomato’s US foray has been…

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