Eat.fi, the Finnish restaurant search and review site, was acquired by MTV Media on Monday. MTV, one of the largest media corporations in Finland, plans to combine Eat.fi with its own food related site, Makuja, in hopes of building the leading online food and restaurant service in Finland.
Rumor has it that Eat.fi was in acquisition talks with an unnamed Finnish media company already in 2009, but the deal reportedly fell through due to differences in Eat.fi’s valuation. No figures were disclosed on yesterday’s deal.
Founder Tina Aspiala says that Eat.fi needed a marketing and sales juggernaut like MTV in order for the service to grow to its true potential. Aspiala will continue with Eat.fi as the Head of Development. Eat.fi currently receives about 50 000 visitors a week and its mobile application has garnered over 40 000 downloads to date.
The service currently provides a restaurant search reviews with a dynamic map. The color of the dots on the map show what restaurants are open at at any given time. Users can also filter their results by category, rating, price, and keyword.