·Adiamo Studio
When a delivery kitchen can be on Google
A delivery-only brand can have a Google profile if it has its own packaging and its own website, hides the kitchen address, and lists where it delivers. A dining room keeps the street address.
Answer first
A restaurant with seats keeps its street address on Google and can add delivery as extra hours. A delivery-only brand, with no pickup for guests, is allowed only with conditions: its own branded packaging, its own website, the kitchen address hidden, and service areas added so people are not sent to a door that does not receive them. Each brand gets its own profile. Do not merge two names into one listing. Several virtual brands in one kitchen are allowed and can face extra verification. The building itself can have a separate profile, and only someone tied to that facility should claim it.
The pin sits on a unit in an industrial estate. The name on the pin is the pizza people order in the app. There is no sign, no door for the public, and three other names cooking in the same room. A guest follows the pin and finds a loading bay.
This guide is when that brand may have a Google profile, when it must hide the address, and when you are simply a dining room that also delivers. The category you choose still has to say what the business is, which is how to choose your restaurant’s Google category.
How a delivery-only brand differs from a dining room
Google’s representation guidelines allow virtual food brands on conditions. A delivery-only brand operating from a virtual kitchen needs distinct branded packaging and a distinct website. It must hide its address and add service areas, so customers are not sent to the kitchen. More than one virtual brand at the same location is allowed, with extra verification possible. If a brand has authorised that kitchen as a provider, the kitchen may manage the brand’s profile once that authorisation is confirmed. The facility that houses the brands may have its own profile, and only someone affiliated with the facility can claim it. Brands that do offer pickup, sharing a site, need permanent separate signage, and they show the address only if pickup is available to all customers. The section is in Guidelines for representing your business on Google.
| Dining room that also delivers | Delivery-only brand | Two brands, one kitchen | |
|---|---|---|---|
| Address on the profile | The street address, with signage | Hidden | Hidden on each delivery-only brand |
| What else you add | Delivery as more hours, if you offer it | The service areas you actually cover | A separate profile per brand, not a combined name |
| Website | The restaurant’s page | A distinct site for that brand | Each brand its own site |
| Packaging | Yours, because it is your kitchen | Distinctly that brand’s | Not one plain box for every name |
| Sign on the door | The restaurant’s name | Not required for a hidden address | Permanent and separate, if guests pick up |
| Who claims the building | You | You, for the brand you are allowed to represent | The facility’s own profile, only by someone affiliated with it |
Eligibility rules say a Business Profile is for a business that meets customers in person during its stated hours, with stated exceptions. Delivery-only food services are one of those exceptions, with conditions. An online shop with no in-person service is not. The page that says so, and that points virtual brands back to those guidelines, is Business eligibility and ownership guidelines. Google’s restaurant setup also tells you to read the virtual and delivery-only guidelines before you publish the address, in Get started with a Business Profile for your restaurant.
When the address should be hidden
Show the address
- Guests can sit down at that door during the hours you publish.
- Any customer can pick up, and the brand has permanent signage of its own.
- The name on the sign, the profile, and the website are the same business.
- Delivery is an extra service, with its own hours if they differ.
Hide the address
- Nobody can pick up. The food only leaves by delivery.
- The kitchen is shared and the brand has no public sign.
- You have branded packaging and a website that is this brand, not the dining room next door.
- You list the areas you deliver to, and you do not invite people to the unit.
How to publish a delivery-only brand
Brand
One name, not two stuck together
Pack
Packaging that says that name
Site
A page that is only that brand
Map
Address hidden, areas listed
Check
A stranger cannot be sent to the unit
- 1
Decide whether anyone can come to the door
If they can sit or if every customer can pick up, you are not delivery-only. Publish the address, the sign, and the dine-in hours. Delivery hours, when they differ, are “more hours”, covered in how to publish restaurant hours guests can trust.
- 2
Give the brand its own name and its own page
Do not call the profile “Dining room / Tuesday pizza”. Google’s examples of combined brand names are the ones it does not want. The website has to be distinct too: that brand’s name, what it serves, and where it delivers. A food-order link, if you add one, is separate from a reservation link, as in where your reservation link should go.
- 3
Use packaging a customer can tell apart
The guidelines require distinct branded packaging for a delivery-only brand. A plain bag shared with three other names does not meet that test. If you are not sure the bag identifies the brand, do not publish the profile yet.
- 4
Hide the address and add the service areas
This is what stops a map pin from sending someone to a kitchen that does not receive guests. Add the areas you actually deliver to. An area you drew because it looks large, and that you do not serve, is the same kind of false hour.
- 5
Keep each brand’s profile separate, including from the building
The shared kitchen can have its own listing. Only someone affiliated with that facility should claim it. You claim the brands you are authorised to represent. Several brands at one address can mean extra verification. How verification works for a normal dining room is in how to verify your restaurant on Google. Do not assume the same postcard is offered for a hidden address.
- 6
Read the public listing the way a hungry stranger would
Search the brand. If the result offers directions to a unit with no service door, the address is still public. If it offers the dining room’s menu under the delivery name, the website is not distinct. Fix those before you buy packaging with the wrong URL on it.
What each kind of kitchen should publish
| You are | Profile | Address |
|---|---|---|
| A restaurant with tables | One profile, the name on the sign | Shown |
| That restaurant, also delivering | The same profile | Shown, with delivery hours if they differ |
| A pickup counter with its own permanent sign | Its own profile if it is its own brand | Shown only when any customer can pick up |
| A delivery brand with no pickup | Its own profile | Hidden, plus service areas |
| Three delivery names, one stove | Three profiles, if each has packaging and a site | Hidden on each |
| The kitchen building | A profile only for the facility | Claimed by someone affiliated with the facility, not by every brand inside it |
A delivery brand’s website is the distinct site the guidelines ask for: the name, what is in the box, and where it goes. The card below is a dining-room site, which is the other case — an address guests are meant to visit.
When a delivery listing fails
- The pin is the kitchen, and nobody can knock. People arrive. The guidelines told you to hide that address.
- Three logos, one profile. Combined names are the example Google marks as not acceptable.
- The website is the dining room, with a second logo in the corner. That is not a distinct site.
- The bag is blank. Distinct branded packaging is a condition, not a decoration.
- You claimed the building as well as every brand. The facility’s profile belongs to someone affiliated with the facility.
- The service area is the whole country. You deliver three kilometres. The map says otherwise.
What a delivery-only profile does not do
It does not turn a virtual brand into a restaurant people can visit, and it does not exempt you from the packaging and website conditions. It does not let an online-only shop, with no food-delivery exception, have a profile. It does not merge your dining-room reviews into a new brand’s empty listing. And it does not choose your rank. Hiding the address is how you avoid sending guests to the wrong door. It is not a tactic for showing up in more cities than you serve.
Frequently asked questions
We have tables and we also deliver. Do we hide the address?
No. Show the restaurant’s address. Add delivery hours if they are not the same as sitting down. Hiding the address is for a brand that does not offer pickup.
Can two brands share one Google profile?
No. Pick one brand’s name. If the brands operate independently, each can have its own profile at that location. Do not publish “Brand A / Brand B”.
What counts as a distinct website?
A page that is that brand: its name, what it serves, and where it delivers. The dining room’s site with a mention of the delivery name is the dining room’s site.
Do we need our own packaging?
For a delivery-only brand, yes. Google requires distinct branded packaging. A shared unmarked bag does not identify the brand the profile is claiming.
Can the shared kitchen manage our brand’s profile?
Only if the brand has authorised that kitchen as a provider and the authorisation is confirmed. The building’s own profile is a separate listing, claimed by someone affiliated with the facility.
Can an Adiamo page be the delivery brand’s website?
Yes, if the published page is that brand and not a second logo on the dining room. You still hide the kitchen address on Google yourself, and you still need packaging that names the brand.