Google Now Allows Virtual Food Brands to Have Google Business Profiles

Google updated its Google Business profile guidelines page under “Guidelines for chains, departments, and individual practitioners” to allow virtual food brands to be listed with “conditions.”

One of the most popular virtual food brands is MrBeast Burgers, a popular YouTube creator who has made deals with local burger shops to sell his own branded burgers, but MrBeast doesn’t have a burger shop. official or workers. You buy virtual brand food made by the local store. Joy Hawkins says with these updated guidelines “Mr. Beast would be allowed to make listings and would have to set them up as service area listings (no address). »

Updated guidelines. The updated Guidelines now say “virtual food brands are permitted with conditions”. He goes on to write these conditions:

Co-located food brands offering pickup

  • Food brands that are co-located must each have permanent separate signage. They should only display their address if they offer pickup for all customers.
  • Delivery-only brands (no pick-up option) in communal kitchens should hide their address and add service areas to that specific brand to avoid confusing their customers.

Delivery-only food brands

  • Delivery-only brands (i.e. those that operate from virtual kitchens) are allowed if they have separate branded packaging and a separate website.
  • Multiple virtual brands operating from a single location are allowed, but are subject to additional verification steps.
  • Delivery-only brands should add their service areas and hide the address on their business profile to avoid confusing their customers.
  • If there is a partnership where a food brand has authorized the virtual kitchen as a verified supplier of the food, the virtual kitchen can manage the business profile of each authorized brand once the authorization is confirmed.
  • The facility that hosts the delivery-only brands, i.e. Doordash Kitchens, is allowed to have its own separate business profile. Only someone affiliated with the establishment can claim and verify this profile.

Virtual food brands in local search. Yes, MrBeast Burgers, a virtual food brand, does indeed appear in Google’s local search results:

mrbeast burger google local 1652012240

Why we care. So now Google allows virtual food brands to have listings in Google Business Profiles and therefore Google Maps and local search results. If you have customers who offer virtual food brands or manage your own, you can now technically appear in local search results in Google Search and Google Maps. This is even when the address is technically not listed and there is no physical presence of that business aside from another business tapping a new label on the product.


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About the Author

Barry Schwartz is editor of Search Engine Land and a member of the SMX events programming team. He owns RustyBrick, a New York-based web consulting company. He also runs Search Engine Roundtable, a popular search blog on highly advanced SEM topics. Barry can be tracked on Twitter here.

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