Google Offers "End-to-End" Food Commands to Search, Maps, Google Assistant

Google's New Unofficial Mantra is "Helping Users Do Their Job" (GTD ). To this end, Google makes its many channels, properties and ads much more "transactional". Transaction fees are part of Google's strategy to monetize the wizard.

Partners for the delivery of food products. One manifestation of this GTD philosophy is integrating food orders into Google Assistant, Google Search, and Google Maps. Announced Thursday, the delivery comes from DoorDash, Postmates, Delivery.com, Slice, ChowNow and Zuppler.

Google has for some time been linked to third-party order and delivery services in the online knowledge panel. This experience stems directly from the GMB profile on Android devices and iPhones. (Below, an illustration of the feed.)

Google is now the owner of the transaction. Users click the "Order Online" button, then choose the delivery or pickup. If they choose delivery, they select a provider and then menu items. The payment is made with the default credit card that the user has set up in Google Pay. Presumably, if users do not have a credit card on file, they will be asked to add one.

In case of new order, users will have the option to select the previous order using the same delivery provider.

The Google Assistant can also place a power order or make a new order, although it is not (yet) available on the speakers and smart screens. Users call the food order with the phrase, "Hey Google, order food from [restaurant]." If there is an order, the wizard will access past orders and post them for approval.

Earlier this week, Google announced a new design. Mobile search interface, with the option of brand favicons for organic results and a new label for text ads. Last week at Google Marketing Live, the company announced a wide range of ads and introduced a new Google Shopping destination to compete more directly with Amazon. In this new shopping experience, users have the ability to make transactions through the Google Checkout.

Why we should care. From the point of view of the user experience, the new food ordering process is a gradual change from what was already available. This is similar to the changes that occur with Google Travel. And the move is part of Google's broader effort to reduce consumer friction, eliminate the steps between discovery and purchase, and directly control more transactions. , rather than transfer them to third parties (slower).

Build partnerships and integrate Google's consumer experiences, rather than relying on organic SEO to acquire customers.

About the Author

Greg Sterling is a collaborative editor at Search Engine Land. He researches and writes on the links between digital commerce and offline commerce. He is also Vice President of Strategy and Knowledge for the Local Search Association. Follow him on Twitter or find him on Google +.

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