USA: Google seeks to be one-stop app


    The newest update for Google Maps may bring a significant boon to small restaurants and mobile ordering consumers through the inclusion of a “place an order” button in the application, letting users order food from a restaurant directly through the navigation application.

    If a restaurant is compatible with a third-party food ordering app, such as GrubHub or Seamless, users can place an order from the restaurant’s page on Google Maps. The new feature could be a boon to small businesses who cannot afford to build their own mobile apps.


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    “Tapping third-party online ordering systems and apps is a smart strategy for both big and small restaurant chains,” said David Naumann, vice president at Boston Retail Partners. “Once a restaurant is set-up with one of the major online delivery services like GrubHub or EatStreet, the online ordering feature will be an easy addition to their Google My Business profile.”

    A fighting chance
    When Google Maps users who have updated the app to the latest version tap on a local restaurant, they may see a new option on its Google page in addition to the standard buttons such as menu and Web site.

    Now, there will be a new option labeled “Place an order.”

    Tapping this allows consumers to make delivery order through a third-party delivery app such as GrubHub or EatStreet without leaving Google Maps.

    This feature’s availability is limited by geography – some users may see it while others will not.

    The new feature represents further integration between Google’s proprietary apps and more specified third-party apps, such as the feature that lets users call an Uber from Google Maps.

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    Allowing consumers to place an order through Google Maps also provides a huge boost to small businesses, which miss out on the fertile world of mobile marketing and mobile ordering by virtue of not having their own mobile resources to work with.

    “The new ‘Place an order’ option in the business details on Google Maps is an enormous benefit to smaller restaurants that can’t afford to develop their own custom app for mobile ordering,” Mr. Naumann said. “The time and expense to develop a mobile app can be overwhelming for small business and turn-key apps or features from third-party companies like Google help them compete more effectively with larger chains.

    “Google maps – with relevant information and quick links to store hours, location, website and now online ordering – is a great way to increase the exposure and visibility of all businesses, regardless of size.”

    Source: Mobile Commerce Daily


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