Google has introduced a new option for Google Business Profiles called ‘What’s Happening’. This tool helps restaurants, cafes, and bars share updates about events, deals, or daily specials. The feature gives businesses a stronger way to connect with nearby customers. Owners now find it easier to promote what’s on offer, attract attention, and increase footfall. Here’s how the tool works and why it’s getting noticed.
‘What’s Happening’ puts current announcements at the top of a business’s profile. A restaurant can spotlight “Today’s Lunch Deal” or “Acoustic Night on Friday”. These posts show up clearly in Google Search results and may soon appear on Google Maps. This high placement helps updates get noticed fast.
Businesses can send out updates using Google Posts or link their social media pages. Facebook, Instagram, and X accounts connect directly to their Google Business Profile. Once linked, posts sync automatically, saving valuable time for small teams. For example, a post about a special event on Instagram appears instantly on Google. This approach keeps marketing simple and helps reach customers in more places.
At the moment, the tool is aimed at single-location food and drink businesses. It’s available for businesses in the UK, the US, Australia, Canada, and New Zealand. Google has said it will roll out support for other sectors soon. For now, businesses with more than one location need separate profiles to use the feature.
How It Works: Google Keeping It Simple
Using ‘What’s Happening’ is easy. Business owners log in to their verified Google Business Profile dashboard. They post about a new event or offer, keeping messages short and focused. For example, “Half-Price Burgers Tonight” is clear and direct. Owners can also link their social accounts so that Google pulls in their latest posts.
Mobile users see these updates in a top spot in Google Search, which is useful since people often look for places to eat or drink on their phones. Customers spot deals and events before scrolling to other details. This prime location helps turn searches into visits.
Lisa Landsman from Google shared on LinkedIn that this update makes it quicker for businesses to get the word out. Updates appear where people already search every day, which can increase walk-ins and bookings. For small venues, this is a way to stand out from bigger rivals.
Why This Matters for Business Owners
Hospitality businesses face tough competition. ‘What’s Happening’ gives them a free tool to catch more eyes and fill more seats. Here are some of the main benefits:
1. Reach More People
Specials and events show up at the top of Google Search. When someone looks for “restaurants near me”, these posts appear first. It offers a boost in visibility, like a free digital signboard.
2. Share Updates Instantly
Owners can post about a new deal or event in minutes. Customers see the update as they search, helping fill seats during slow periods.
3. Save Time with Social Sync
Linking social media means posts update on Google automatically. Owners only need to post once, which helps small business teams stay efficient.
4. Free Exposure
There’s no extra cost to use ‘What’s Happening’. Small businesses can share offers or promote events without paying for adverts. 5. Build Trust with Up-to-Date Info
Posting current events and specials helps customers know what to expect. Regular updates build trust and keep people coming back.
Real-Life Examples
Imagine a small restaurant in Manchester posting “Fish and Chips Friday for £10”. The offer appears right at the top of its Google Search profile. A local looking for dinner sees the special and chooses that spot. Without the feature, the business might not have been noticed.
In London, a pub connects its Instagram feed. A post about a quiz night syncs to Google. People searching for “pubs near me” spot the update and decide to visit. The event brings in new faces, and some become regulars.
Possible Challenges
The feature currently supports only single-location sites. Larger groups need a profile for each branch, which can take time to manage. Google is likely to extend support for multi-location businesses soon.
Keeping updates fresh is vital. Old posts about past events can annoy visitors and damage trust. Owners need to stay on top of their posts, perhaps by setting reminders for updates.
Right now, ‘What’s Happening’ shows only on mobile. Expanding to desktop search would help reach even more people. Most users search on phones, but there’s room for growth.
What Experts Are Saying
Local SEO specialists praise this update. Barry Schwartz from Search Engine Land said the feature puts updates where users look first, helping drive bookings and visits.
Bernard Zimmermann from POS Solutions suggests using clear, direct language in posts. Phrases like “Book Now” or “See Our Menu” encourage action. He also recommends adding time limits to deals to create interest.
Posts on X show excitement about the update, with users mentioning how easy it is to spotlight specials. Many welcome the prominent placement of posts in search results.
The Bigger Picture
Google Business Profiles have changed a lot over the years. The platform was once Google My Business and now plays a key role in local SEO. New options include AI review summaries and menu photo uploads. Google dropped chat support in July 2024, now pushing owners to use WhatsApp or SMS. ‘What’s Happening’ steps in as a way to keep businesses connected to customers.
AI-driven changes to Google Search mean fewer people click through to business profiles. ‘What’s Happening’ helps profiles stand out and keeps them relevant by putting updates up front.
How to Make the Most of ‘What’s Happening’
To get the best results, business owners should:
- Post often. Share fresh updates daily or weekly to keep the profile current.
- Use strong images. Good photos of food, drinks, or events catch attention.
- Be clear and brief. Short posts like “£5 Pizza Tonight” are most effective.
- Sync social media. Link accounts to get wider reach with less effort.
- Check performance. Use Google’s insights to see which posts bring in visitors.
Taking these steps helps owners make the most of the feature.
Google plans to open ‘What’s Happening’ to more business types. Shops, salons, and other service providers could soon share their offers or events. Multi-location support and desktop access are likely to follow. Google often updates quickly, so business owners should watch for new features.
For small businesses, ‘What’s Happening’ offers a helping hand. Local shops, bars, and restaurants support jobs and suppliers. Free tools like this help them keep up with bigger competitors. More customers mean more money spent in the local area.
The update also matches what customers want. People want real-time info and specials when searching nearby. ‘What’s Happening’ lets businesses meet this need and draw in new visitors.
Conclusion
Google’s ‘What’s Happening’ puts restaurants and bars front and centre in local search results. Owners benefit from better visibility, more engagement, and stronger customer loyalty. Sharing timely updates is easy and free.
Linking social media saves time and reaches more people. Even with some current limits, the feature’s value is clear. As Google expands, even more businesses will benefit. Now is a great time for UK hospitality owners to get involved and boost their local profile.
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