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Google now allows virtual food brands to have business profiles on Google

Google has updated the Google Business Profile Guidelines page under Guidelines for Chains, Departments, and Individual Practitioners to allow virtual

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Google has updated the Google Business Profile Guidelines page under Guidelines for Chains, Departments, and Individual Practitioners to allow virtual food brands to be listed with Terms.

One of the most popular virtual food brands is MrBeast Burgers, a popular YouTube creator who has deals with local burger shops selling their own brand burgers, but MrBeast doesn’t have any official shop or burger workers. You buy branded virtual food items made by the local store. “Mr. Beast rosters will be allowed and should be set up as (untitled) service area rosters,” Joy Hawkins said with these updated guidelines.

Updated guidelines. The updated guidelines now say “virtual food brands are allowed with conditions.” He goes on to write those terms:

Food brands in one place that offer delivery

  • All-in-one food brands should have separate permanent banners. They should only show their address if they offer delivery to all customers.
  • Delivery only (opt-out) brands of shared kitchens must hide their address and add service areas to that specific brand to avoid confusing their customers.

Food brands for delivery only

  • Only delivery brands (ie those operating outside of virtual kitchens) are allowed if they have premium brand packaging and a featured 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 in their business profile to avoid confusing their customers.
  • If there is a partnership where a food brand has allowed the virtual kitchen as an approved food provider, the virtual kitchen may manage the commercial profile for each approved brand once the authorization is confirmed.
  • A facility with delivery-only brands, such as Doordash Kitchens, is allowed to have its own separate business profile. Only someone affiliated with the facility can claim and verify this profile.

Virtual food brands in local search. Yes, MrBeast Burgers, a virtual food brand, is already showing up in Google’s local search results:

Why do we care. Google now allows virtual food brands to have listings in Google Business Profiles and thus Google Maps and local search results. If you have any customers that offer virtual food brands or you run your own products, you can now technically appear in local search results in Google Search and Google Maps. This is even when the address is not technically listed and there is no physical presence of that business outside of another business affixing a new label to the product.

New in search engine land

About the author

Barry Schwartz is a contributing editor at Search Engine Land and a member of the programming team for SMX Events. He owns RustyBrick, a New York-based web consulting firm. He also runs Search Engine Roundtable, a popular research blog on very advanced search engine marketing topics. can follow Barry on Twitter here.


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