Yes, virtual kitchens are eligible for a Google Business Profile if they follow Google’s guidelines, including having distinct branding, using separate signage for co-located brands, and hiding their address while adding service areas for delivery-only models.
Variously known as ghost kitchens, cloud kitchens, and virtual kitchens, this business model became such big news a few years back that Google eventually created a special section devoted to it in the main guidelines.
The following information covers both co-location and delivery-only models:
Virtual food brands are permitted with conditions.
Co-located food brands offering pick-up:
- Food brands that are co-located must each have permanent separate signage. They should display their address only if they offer pick-up to all customers.
- Delivery-only brands (no-pick up option) out of shared kitchens must hide their address and add service areas to that specific brand to avoid confusing their customers.
Delivery-only food brands
- Delivery-only brands (i.e. those operating out of virtual kitchens) are permitted if they have distinct branded packaging and a distinct website.
- Multiple virtual brands operating out of one location are permitted, but are subject to additional verification steps.
- Delivery-only brands must add their service areas and hide the address on their business profile to avoid confusing their customers.
- If there is a partnership where a food brand has authorized the virtual kitchen as a verified provider of the food, the virtual kitchen may manage each authorized brand’s business profile once the authorization is confirmed.
- The facility that houses the delivery-only brands, i.e. Doordash Kitchens, is permitted to have its own separate business profile. Only someone affiliated with the facility can claim and verify this profile.
- We’re on firm ground with this model. If your virtual food business follows Google’s detailed guidelines, it should be eligible for a GBP.