We go inside Google's Chicago Offices to learn how new search features help restaurants showcase freshness, energy, and real-time experiences to attract more guests.
Fast Facts
* Google launched a feature that lets restaurants showcase live events, specials, and experiences directly in search results.
* Freshness matters — regularly updated menus, photos, and descriptions help restaurants rank higher and build trust with guests.
* Diners want to capture a restaurant’s energy in two seconds — fast, mobile-first updates are key.
* Google is actively collaborating with restaurant owners and influencers to shape these tools. The goal: bring digital hospitality to life by showing not just where a restaurant is, but what makes it special right now.
INSIDE THE GOOGLE OFFICES
What if you could step inside Google’s offices? That’s what I did in Chicago, sitting down with Rick Borovoy, Product Lead at Google, to uncover how the tech giant is building for restaurants and small businesses.
Borovoy has been at Google for 13 years, guiding teams of engineers, designers, and product managers to build tools that connect businesses with customers. Now, he’s helping restaurants showcase more than just menus and reviews by helping them bring their energy and experiences online.
A New Way for Restaurants to Show “What’s Happening”
One of the biggest announcements recently from Google is a feature that allows restaurants to highlight real-time events and specials directly in search results.
Think: live jazz, trivia night, karaoke, or a special brunch menu. Instead of just static information like hours and reviews, restaurants can now communicate what makes their space unique in the moment.
“Users want to know what’s going on there right now,” Borovoy explained.“It’s not just about location or reviews — it’s about the vibe, the energy, the experience.”
This helps diners make faster, better-informed decisions while giving restaurants a way to stand out in an increasingly competitive landscape.
Why Freshness Matters
Google’s research shows that fresh content drives decisions:
* Updated menus → More engagement
* Recent photos → More trust
* Active event listings → Stronger connections
Restaurants that keep their profiles current are more likely to appear in front of potential guests. As Borovoy put it:
“Freshness isn’t optional anymore. It’s what tells users that your business is alive, thriving, and worth visiting.”
The Challenge: Capturing Energy in Two Seconds
Borovoy emphasized that people searching for restaurants don’t have time to scroll endlessly. They want to feel the energy of a place in seconds — just as quickly as they check hours or location.
That means restaurants need to think digital-first and hospitality-first at the same time. We call it Digital Hospitality — showing your personality, story, and events online in ways that are as warm as your in-person service.
A Seat at the Table
One of the most powerful parts of this initiative is Google’s willingness to invite restaurant owners and influencers into the product-building process.
At Google’s New York offices, Shawn and other restaurant leaders gave feedback that directly shaped these tools. That collaboration, Borovoy said, is critical:
“It’s humbling to hear from restaurants. They don’t care about how search engines think. They care about what matters when you run a restaurant.”
How to Use Google for Restaurants
* Keep it Fresh – Update menus, photos, and descriptions regularly.
* Highlight Events – Use Google’s new “What’s Happening” feature to promote specials, live music, and unique experiences.
* Think Digital Hospitality – Treat your Google presence like part of your guest experience.
* Mobile First – Make sure updates are quick and easy to do from your phone.
Final Thoughts
Restaurants are in the experience business. Google’s latest tools give operators a way to showcase those experiences directly in search results — where customers are already making decisions.
As Borovoy reminded us, freshness and energy are the keys: “We’re on a mission to let merchants tell more of what’s amazing about their business.”
For restaurants willing to invest a few minutes each week into keeping their digital presence alive, the payoff is clear: more visibility, more trust, and more guests.
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