Google Expands “What’s Happening” Feature in Business Profiles for Restaurants and Bars

Google has officially expanded access to its Google Business Profiles’ “What’s Happening” feature to multi-location restaurants and bars across the United States, United Kingdom, Canada, Australia, and New Zealand. Initially launched in May 2024 for single-location restaurants, this update marks a major step forward for businesses looking to drive real-time visibility and engagement directly from Google Search.

What Is the “What’s Happening” Feature in Google Business Profiles?

The “What’s Happening” feature in Google Business Profiles allows restaurants and bars to highlight events, offers, live music nights, and special promotions right at the top of their business listings. This gives users an immediate snapshot of what’s going on before they even click through to a website — a powerful advantage in today’s fast-moving search environment.

The feature automatically surfaces key updates by pulling information from Google Posts and linked social media accounts, helping businesses save time while keeping their listings engaging and up to date.

Who Can Access It Now?

When Google first introduced this feature in May, only single-location restaurants were eligible. With the latest rollout, multi-location brands such as restaurant chains, franchises, and bar groups can now benefit from the feature across all their listings.

This means that whether a user searches for a restaurant in New York or Sydney, they can now see local events or deals tailored to that specific location — ensuring personalized visibility and stronger foot traffic.

Announcement and Google’s Insights

Lisa Landsman from Google shared the update on LinkedIn, noting:

“This is a great option for driving real-time foot traffic. It automatically surfaces the unique specials, live music, or events you’re already promoting at a specific location, catching customers at the exact moment they’re deciding where to eat or grab a cocktail.”

She emphasized that the process is simple and automated, pulling content directly from a business’s Google Posts or social media feeds. Early testing reportedly showed positive engagement results, with many restaurants seeing higher visibility and click-through rates from Maps and Search.

Impact on Local Businesses

This feature can have a significant impact on local SEO and foot traffic. By promoting time-sensitive updates right on the business profile, restaurants can convert search intent into in-store visits more effectively.

For example, a bar featuring “Live Jazz Friday” or “Happy Hour 5–8 PM” will stand out instantly in local search results. This aligns perfectly with Google’s ongoing push to make Search results more experience-driven and action-oriented, allowing users to make decisions faster.

From an SEO standpoint, using this feature effectively can:

• Improve CTR (Click-Through Rate) from both Maps and Search.

• Enhance local engagement metrics, signaling relevance to Google’s algorithms.

• Increase conversion opportunities by capturing users at high-intent moments.

How to Use the “What’s Happening” Feature

Getting started is simple. Businesses can activate the feature through their Google Business Profile Manager. Once active, posts made via Google or connected social media platforms will automatically populate the “What’s Happening” section.

Here’s how to optimize it:

• Post consistent updates — at least two to three per week.

• Use compelling visuals (ensure focus keyword in image alt text).

• Include event-related keywords such as “live music,” “happy hour,” or “limited-time offer.”

• Keep copy short and action-driven — users decide fast in local search.

For further learning, check Google’s official help page on profile features.

Conclusion

The expansion of Google Business Profiles’ “What’s Happening” feature offers a valuable tool for restaurants and bars to stay competitive in local search. With the ability to showcase timely events, deals, and specials across multiple locations, brands can build stronger connections with local audiences and boost conversions.

As Google continues refining its local search ecosystem, features like these highlight the growing importance of real-time engagement and dynamic content visibility. For now, this is a win for hospitality businesses — and another sign that Google is making local search smarter and more personalized than ever.