Tech giant Google has announced changes to its Order with Google feature, which will now serve as a redirecting tool rather than a direct ordering channel, Restaurant Business has reported.
By the end of June 2024, users will be directed to third-party ordering platforms or the restaurant’s own website when they attempt to order through Google Search or Maps.
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Google spokesperson said in an email to Restaurant Business: “Over time, we’ve found that people generally prefer to complete their food orders on partner and merchant websites.
“So we’re now transitioning Order with Google to focus on linking directly to partners, allowing people to complete their transactions with the partner and merchant of their choice.”
The tech giant’s initiative, launched in 2018, offered unique advantages to both consumers and restaurants.
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It simplified the food ordering process for consumers and assisted restaurants in expanding their online presence.
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By GlobalDataIt provided a seamless search-to-order experience for users and allowed restaurants to retain all customer data from orders without incurring fees from Google.
This service was particularly beneficial given Google’s status as a primary search destination for restaurant goers.
However, from 30 June 2024, clicking the Order button on a restaurant’s Google listing will present a selection of third-party services such as DoorDash, Grubhub, Uber Eats and Toast, or redirect to the restaurant’s own ordering system, where customers can proceed with their purchase.
In June 2023, pizza chain Domino’s stated that it will use Google Maps technology to deliver pizzas to places with no addresses, The Insider reported.
The ordering feature, known as Pinpoint Delivery, will facilitate delivery in locations such as parks, beaches and baseball fields. It allows customers to find their location by dropping a pin in the pizza chain’s app.
