Grow Your Melbourne Business with Pinpoint Local’s Google Business Profile Services
Google has introduced a significant update to Google Business Profiles (GBP)
called “What’s Happening.”
This new feature transforms a business’s profile into a real-time highlights feed, surfacing the latest specials, events, and announcements right on Google Search and Maps.
Initially rolled out for restaurants, bars, and similar food/drink businesses, “What’s Happening” functions much like a social media feed embedded in the Google listing – showcasing timely posts front and center to drive immediate customer engagement.
In this report, we examine what the “What’s Happening” feature is, how it works, its current scope, and strategies for businesses to leverage it.
We also explore expert insights on its impact for local SEO and the likelihood of expansion to other industries.
What is the “What’s Happening” Feature?
“What’s Happening” is a new section at the top of a Google Business Profile that highlights time-sensitive updates from the business – for example, daily specials, upcoming events, or limited-time offers.
On the consumer-facing side (Google Search/Maps), this appears under a label like “This week,” showing a preview of the latest promotion or event that the business has posted.
Called “What’s Happening” in the business dashboard, it essentially acts as a curated feed of the business’s latest Posts and promotions displayed directly in the search result listing.
Alt text: Example of the “This week” feed on a restaurant’s Google mobile search listing (Franksville Chicago), highlighting a daily special. A restaurant’s Google listing can now display a “This week” section with a highlight of current specials or events.
In the example above, the business showcases a “Foot-long Hot Dog Special” with an image, description, and an Order online call-to-action, all visible directly within its Google Search profile.
Such updates are featured prominently on Google Search (and Maps) results, giving users an immediate glimpse of what’s happening at the business without needing to visit an external site.
By surfacing fresh, relevant content in this manner, Google is making business profiles feel more dynamic and feed-like, similar to a social media timeline of updates from the business.
Notably, this prominent placement for business updates is new – Google Posts have existed for years, but until now they were less visible.
“Google Posts is not new, but the placement is new,” one observer noted, emphasizing that these timely updates are now pinned at the top of the profile where customers can’t miss them.
In other words, “What’s Happening” elevates your latest post to prime real estate on your Google listing, instead of burying it further down the page.
How It Works: Posts, Social Sync, and
Content Types
Google’s “What’s Happening” feature aggregates content from multiple sources into one centralized stream on the business profile. Specifically, it can pull in:
- Google Posts: Any updates you publish directly via your Google Business Profile (e.g. a newly added post about today’s special or an upcoming event). These posts can include text, images, and call-to-action buttons (like “Order Online” or “Learn More”), similar to social media posts.
- Social Media Content: If you link your Facebook, Instagram, or X (Twitter) accounts to your Google Business Profile, Google can automatically sync and display your recent social posts in this section. This cross-posting ability is a “cool part” of the feature – it spares businesses from double-posting content, by pulling in the same timely updates you’ve shared on social platforms.
- Active Offers and Events: Special promotions (e.g. limited-time discounts) or events (like live music nights or holiday parties) that are currently active or upcoming will be highlighted. Google appears to give priority to events and offers in the feed, as these encourage customer action. For example, a pub could have its “Live Music Saturday” event or “Happy Hour 5–7 PM” deal prominently shown for that week.
Google will automatically surface the most recent update that meets its criteria for timeliness and relevance.
In practical terms, that means if you’ve posted a deal for this week or have a scheduled event coming up, that content is eligible to appear in the “What’s Happening” slot.
Businesses can either manually create a post through the GBP dashboard or rely on the automatic sync from linked social accounts – but either way, it’s important that the content is current.
Older posts or generic updates that aren’t time-specific may not get featured.
As one marketing agency noted, “Google favors events and offers in this feed”, so focusing on those types of posts will maximize your chances of showing up in the new section.
From the user’s perspective, interacting with this section is straightforward.
They might see a card labeled “This week” showing, say, “$2 OFF – Foot Long Hot Dog Special (Wed, May 14)”.
Tapping it expands the post (much like expanding a social media post) to show details, images, and a direct link to take action (e.g. an order page or event RSVP).
All of this happens within the Google interface, underscoring how GBP profiles are becoming more interactive and content-rich.
Availability: Currently Limited to Restaurants
and Bars
As of the latest update, “What’s Happening” is only available to certain business types and regions.
Google launched this feature in May 2025 for single-location food and drink businesses in a handful of English-speaking markets.
Specifically, it’s rolling out to restaurants, cafes, bars, pubs, bakeries, breweries, wineries, food trucks and similar establishments – basically, the hospitality/food sector.
The initial rollout covers businesses in the United States, United Kingdom, Canada, Australia, and New Zealand.
Notably, it’s currently optimized for mobile users; Google indicated the feature is launching on mobile search results first.
This means when customers search for an eligible restaurant on their phone, they’ll see the “What’s Happening” content, whereas desktop may not yet show it (or it could be less prominent).
Multi-location businesses (e.g. large chains or franchises with many locations) and companies in other industries are not yet included in this feature’s coverage.
For instance, a retail store or a hotel will not have a “What’s Happening” section at this time.
Google appears to be testing and refining the concept in the food-and-beverage sector first.
However, this limitation “may change over time”. It’s common for Google to pilot new profile features in one category and then expand them if successful.
Many in the local SEO community expect the feature to expand to other industries in the future if it proves effective.
In short, right now it’s an exclusive perk for restaurants and similar businesses, but other local businesses should keep an eye out for wider availability down the line.
Benefits for Local SEO and Customer Engagement
For businesses, the “What’s Happening” feature is more than just a new widget – it can have tangible benefits for visibility and customer engagement.
By pinning fresh, relevant content in front of searchers, Google is offering free prime advertising space.
“Google is giving you free marketing space right where it matters most: in front of people actively searching for businesses like yours,” noted one local marketing expert.
This means that if a customer is searching for a type of food or a specific restaurant, the first thing they might see (beyond basic details) is an enticing offer or event that could sway their decision to choose that business.
Early commentary suggests that having an active “What’s Happening” section could indirectly benefit a business’s local SEO and conversions.
Regularly posting updates signals to Google (and users) that the business is active and engaged.
This could lead to improved local search rankings and visibility over time, as Google tends to reward content that is fresh and engaging.
Moreover, by providing timely info that matches what users are looking for (“What’s on special today?” or “Any live events this weekend?”), businesses can increase the likelihood of converting searchers into customers.
In the food and drink context, where consumers often make quick decisions on where to dine or grab a drink, having your latest special “immediately visible” can capture attention and influence choice.
There’s also a direct engagement boost: customers can take action right from the Google listing.
As seen in the example, someone could tap “Order online” after seeing a special, or call to reserve a spot for an event, without having to navigate through the website.
This streamlines the customer journey. According to one analysis, surfacing events, specials, and deals prominently makes it more likely to “convert searchers into customers,” effectively turning searches into foot traffic or online orders.
In summary, the new feature can:
- Increase the click-through rate and interactions on your Google profile (as people engage with the posts or click provided links).
- Potentially improve local search ranking signals through higher engagement and regularly updated content (a profile with current content may be seen as more relevant).
- Differentiate a business from competitors – a restaurant with a vibrant “What’s Happening” feed stands out against one with no updates. It conveys that the business is active, popular, and has something exciting to offer right now.
How Businesses Should Leverage
“What’s Happening”
For businesses that are eligible (currently restaurants, bars, cafes, etc.), it’s important to take full advantage of this feature. Here are key steps and best practices experts recommend:
- Keep Your Posts Fresh and Frequent: Regular posting is crucial. If you haven’t posted since last year, your profile won’t surface anything in the “What’s Happening” section – “If your last post was from 2022, you’re invisible in this new section,” one marketer warned. Aim to post timely updates at least weekly (or more often, if you have daily specials). A steady stream of fresh content signals to Google that your business is active and ensures there’s always something current to show off.
- Promote Events and Offers: Take advantage of the fact that Google gives special visibility to events and promotional offers in this feed. Use Google Posts to create Event posts (for upcoming happenings, performances, holiday menus, etc.) and Offer posts (for discounts, limited-time deals, seasonal specials). These post types come with options for start/end dates and calls-to-action, making them ideal for “What’s Happening.” By highlighting “sales, special events, or limited-time promotions,” you encourage customers to act and you increase your chances of being featured prominently.
- Connect Your Social Media Accounts: In your Business Profile settings, link your Facebook, Instagram, and X (Twitter) profiles. This allows Google to automatically pull in your recent social media content to populate the feed. It’s an easy way to repurpose content – for example, a burger joint that posted today’s burger special on Instagram can have that same post show up on Google, without any extra work. Make sure your social posts are professional and relevant, since they might surface to searchers via Google.
- Use Eye-Catching Images and Clear Text: Just like on social media, visuals matter. Posts that appear in “What’s Happening” will often include a thumbnail or image preview. Use high-quality photos or graphics for your specials/events, and include concise, enticing descriptions. Remember that on mobile, users see a snippet (like a title) before clicking – so lead with the most attention-grabbing info (e.g., “$2 OFF Foot-long Hot Dog – Today Only!”).
- Monitor and Update as Needed: Treat this feed as you would your social timeline. Remove or edit posts that are no longer relevant (e.g. an offer that expired) so that outdated information isn’t displayed. Google tends to show only active/recent posts, but it’s good practice to keep your profile content up-to-date. Also, monitor the performance – see if your “What’s Happening” posts are getting clicks or driving actions (you can use Google’s insights or ask customers how they found you).
By following these steps, businesses can ensure they maximize the impact of the new feature.
Essentially, you want to consistently feed the “What’s Happening” section with compelling content.
The reward is a highly visible billboard to attract customers right on the Google search results for your business.
Future Outlook: Will It Expand Beyond Restaurants?
Right now, “What’s Happening” is a niche offering for the food and drink industry, but many believe it’s just the beginning.
Google has not publicly announced a timeline for expanding this feature to other categories, but they also haven’t indicated it will remain exclusive to restaurants.
The consensus among local marketing experts is that if the trial run with restaurants and bars goes well, other business verticals could see similar feeds in the future.
Imagine, for example, a retail store’s Google profile showcasing “What’s Happening this week” with current in-store sales, or a hotel featuring a “What’s Happening” section with upcoming events or package deals. The framework is in place for Google to roll this out more broadly.
There are a few insights to consider regarding future expansion:
- Multi-Location Businesses: Currently excluded, chains or franchises might be next in line if Google figures out how to handle their posts. Each location could potentially have its own “What’s Happening” feed, or corporate could push posts to all locations. Google may be testing on single-location businesses first for simplicity. Over time, we may see support for multi-location brands (e.g., a national coffee chain could highlight local store events).
- Other Industries: Sectors like retail, hospitality (hotels), entertainment venues, and service providers could benefit from similar functionality. Any business that has frequent offers or events (think car dealerships with monthly sales, gyms with upcoming classes, attractions with events) would have content to share. Google’s aim is to keep searchers informed “about what’s happening” at a business, so the concept is broadly applicable.
- User Engagement as a Driver: If Google observes that users engage more with business listings that have this feature (e.g., higher click-through or longer dwell time on profiles with feeds), it will be an incentive to expand it. Google continually evolves features that improve user experience on Search/Maps.
For now, businesses outside the food/beverage realm should watch and learn. Even if you’re not eligible yet, it’s wise to start adopting a content strategy on your Google Business Profile (using regular Posts) so that you’re prepared when similar features arrive for your category.
The trend is clearly that Google is infusing social-like elements into local search – staying active on your profile will position you to take advantage of these changes.
The “What’s Happening” update to Google Business Profiles marks an important shift in how Google connects consumers with local businesses.
By blending elements of social media feeds with local search results, Google is encouraging businesses to be more communicative and timely with their information.
For restaurants and bars, this feature is a new opportunity to entice customers with what’s fresh and exciting this week, directly from the search results.
Early commentary from both Google and marketing experts underscores the value: it puts “timely updates, like ‘Today’s Special’ or ‘Live Music on Saturday,’ front and center, driving immediate engagement”.
Businesses that embrace “What’s Happening” by regularly posting specials, events, and lively content stand to gain in visibility, customer engagement, and potentially even search ranking.
It turns a static listing into a living, engaging snapshot of the business in action. As Google potentially expands this feature to more markets and industries, it could become a standard part of local SEO strategy.
In essence, Google Business Profiles are evolving into not just a discovery tool, but an engagement platform.
Much like maintaining a social media page, maintaining your Google profile with fresh updates may soon be key to capturing the attention of nearby customers.
Savvy businesses should seize this chance to showcase their latest and greatest offerings, keeping their profile as appetizing as the specials they promote.
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Frequently Asked Questions
How can restaurants and cafes get featured in the “What’s Happening” section?
What types of content appear in the “What’s Happening” feed?
Who can currently use the “What’s Happening” feature on their Google profile?
How does the “What’s Happening” section help with local SEO?
What is the “What’s Happening” feature on Google Business Profiles?
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Owner of Pinpoint Local
Alison Evans, owner of Pinpoint Local, has over 10 years’ experience in digital marketing and 25+ years as a business owner in Melbourne’s eastern suburbs. Passionate about supporting local SMEs, Alison understands the daily challenges business owners face and emphasises the importance of making marketing a top priority.