Tech giant Google has revamped its Order with Google feature, transforming it into a redirecting tool rather than a direct ordering channel, as reported by Restaurant Business.
By the end of June 2024, users will find themselves redirected to third-party ordering platforms or the official website of the restaurant when attempting to place orders through Google Search or Maps.
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.”
Launched in 2018, the tech giant’s initiative provided distinctive benefits for both consumers and restaurants.
It simplified the process of ordering food for consumers while aiding restaurants in enhancing their online visibility.
It also facilitated a seamless search-to-order experience for users, allowing restaurants to retain all customer data from orders without incurring fees from Google.
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This service proved especially advantageous, considering Google’s role as a primary search destination for restaurant-goers.
Nevertheless, starting from June 30, 2024, selecting the Order button on a restaurant’s Google listing will display a variety of third-party services like DoorDash, Grubhub, Uber Eats, and Toast. Alternatively, it will redirect users to the restaurant’s own ordering system, allowing customers to complete their purchases.
In June 2023, pizza chain Domino’s announced its intention to utilize Google Maps technology for delivering pizzas to places with no addresses, as reported by The Insider.
The delivery service, named Pinpoint Delivery, will enable deliveries to locations like parks, beaches, and baseball fields. It enables customers to pinpoint their location by dropping a pin within the pizza chain’s app.
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