Google Launches ‘What’s Happening’ for Business Profiles

Nikka Sulton

Google Launches ‘What’s Happening’ for Business Profiles

Google has introduced a brand-new feature called “What’s Happening” to its Business Profiles, specifically targeting restaurants and bars. This feature aims to provide businesses with a prominent platform to showcase their latest offers, events, and specials.

This addition is designed to enhance visibility for time-sensitive updates, helping businesses attract more attention online. By highlighting daily specials or upcoming events at the top of a profile, it could significantly boost customer engagement.

Google described the feature as a way to bring your business updates front and centre. Whether it’s “Today’s Special” or “Live Music on Saturday,” this tool ensures that key messages are more noticeable to those browsing your profile.

The idea behind this initiative is to allow businesses to communicate more effectively with both regular and potential customers. Timely content can play a crucial role in drawing interest, especially in the highly competitive food and drink sector.

An example of this feature in use shows how updates are positioned prominently at the top of a business’s Google Profile. This visibility could be especially beneficial during busy times or special occasions.

To be eligible for “What’s Happening,” businesses can either manually post updates via Google Posts or opt for automatic syncing. This can be done by connecting social media profiles from platforms like Facebook, Instagram, or X (formerly Twitter) to the Google Business Profile.

This new feature is currently being rolled out to single-location food and drink businesses only. However, Google has made it available in several countries including the United Kingdom, the United States, Australia, Canada, and New Zealand.

It’s important to note that multi-location businesses are not included in the initial rollout. Google may expand the feature to include more business types and regions over time based on the response and effectiveness.

For business owners, this is a valuable opportunity to make real-time announcements visible to a wide audience. Whether you want to highlight a new dish, a happy hour offer, or an entertainment event, this feature makes it easier to reach customers.

Google Search is often the first place people turn to when looking for local food and drink options. With this feature, businesses can ensure that their most relevant and enticing information is the first thing users see.

In addition to Search, these updates could potentially appear on Google Maps, offering an additional layer of exposure. This could be particularly useful for tourists or new visitors in an area looking for recommendations.

The “What’s Happening” feature is also expected to help businesses improve their online reputation. Regular updates indicate an active and engaged business, which may encourage more customer interactions and reviews.

From a marketing perspective, this feature enables smaller, independent businesses to compete with larger chains by levelling the playing field when it comes to online visibility.

Restaurant and bar owners should consider this tool as part of their broader digital strategy. Consistent and engaging posts can increase customer loyalty and encourage repeat visits.

In conclusion, “What’s Happening” represents an exciting development for the hospitality sector. It offers a new, dynamic way to interact with customers through Google Business Profiles, enhancing engagement and driving footfall with timely, eye-catching updates.