Google Business Profile 2025 Checklist: 'What's Happening', Menu Digitization & Review Hygiene

Why this checklist matters for 2025

Google Business Profile (GBP) continues to evolve from a static business listing into a real-time engagement surface in Search and Maps. In 2025, three practical themes matter most for local businesses: new "What's Happening" display options that surface timely offers and events, the acceleration of menu digitization (QR/dynamic menus and integrations), and strict review hygiene as Google increases AI-driven moderation and enforcement. This checklist gives tactical priorities, step-by-step actions, and monitoring tips you can implement this week.

Key changes to be aware of:

• Google has rolled out a restaurant-focused "What's Happening" section to highlight timely specials and events — useful for restaurants and bars to appear in-week promotions directly in Search results.
• Google is testing AI features (like "Ask for Me") that can call businesses on behalf of users; businesses can opt out of these automated calls in profile settings. These features increase the importance of accurate phone and availability info.
• Industry observers report stronger AI-driven content moderation, more verification friction for regulated industries, and an emphasis on engagement signals (reviews, Q&A activity, attributes) for local ranking. Expect faster suspensions for policy violations.

Actionable Checklist — "What's Happening" & Profile Signals

Make your GBP reflect real-time offers and events so you can capture intent-rich clicks. Follow these prioritized steps:

1. Enable and populate "What's Happening" content: Add weekly specials, events, and short-term promos (e.g., "This week: $5 tacos Tue–Thu"). If your business type supports syncing with social channels or posts, consider automating feeds for timely updates. Test search preview by searching your business name in Google to confirm display.
2. Keep contact & hours bulletproof: Ensure phone numbers, appointment links, and holiday hours are correct. With AI calling tests active, inaccurate phone/menu info can cause bad CX and complaints.
3. Use attributes and products strategically: Add relevant attributes (e.g., "vegetarian options," "outdoor seating") and product/service items to your profile to improve relevancy signals.
4. Monitor appeals & policy warnings: Google’s updated profile tools show clearer rejection reasons—review those notes and fix the underlying issue before re-submitting to reduce suspension risk.

Quick checks (15 minutes): Open your profile via Search, confirm "What’s Happening" text or post, verify contact fields, and schedule a weekly reminder to update timely offers.

Menu Digitization — How to integrate menus into GBP and why it matters

Digital menus are now expected by customers and make your listing more useful in Google Search and Maps. There are two complementary approaches:

• Native/structured approaches: Use Google’s menu tools (where available) and structured data (Menu schema) on your website so Google can surface items in rich results and on the profile. Structured menu data helps with visual presentation and voice search queries.
• Third-party menu platforms and QR-driven experiences: Many restaurants use QR/digital menu providers (drag-and-drop editors, live updates) which then link from GBP. These platforms let you change prices and items instantly without re-submitting data to Google. Examples of modern menu platforms and QR services are prevalent and integrate analytics and live edits for restaurants.

Practical steps:

1. Publish a canonical menu page on your website with Menu schema markup and an easy-to-read mobile layout.
2. Link that menu URL in your GBP's "Menu" field and in the "What's Happening" or posts when you run specials.
3. If using a third-party QR menu, ensure the menu URL is stable, mobile-optimized, and indexed (or at minimum accessible to Googlebot). Track clicks from GBP to the menu with UTM parameters to measure impact.
4. Use high-quality photos for top dishes — GBP preferences favor original, high-resolution images for engagement and ranking.

Outcomes: Faster updates, fewer customer service errors, higher conversion from search-to-order or search-to-reservation.

Review Hygiene & Monitoring — Protect reputation and rankings

Review signals are more important than ever for local performance. Google is accelerating AI moderation and stricter enforcement of spammy or fake reviews. Implement this review-hygiene routine:

1. Daily monitoring: Use Google Notifications, a reputation platform, or the Business Profile Manager (for multi-location clients) to capture new reviews within 24 hours.
2. Respond fast and empathetically: Public responses within 48 hours show engagement. Templates help scale responses—always include an apology/acknowledgement, a brief corrective action, and an invitation to continue offline. Example template: "Hi [Name], thanks for your feedback — we’re sorry you experienced [issue]. Please DM us or call [phone] so we can make this right."
3. Flag policy-violating reviews: Report spam, fake reviews, or reviews that violate content policies using the "Flag as inappropriate" flow. Keep a log (screenshot + date) of reported items in case of escalations.
4. Solicit legitimate reviews ethically: Use in-person asks, transactional follow-up emails with direct links to your GBP review form, or receipts with QR codes that lead to your review landing page. Avoid incentivized reviews that violate policies.
5. Automate escalation: For chains or multi-location brands, feed reviews into a dashboard that triggers manager follow-up for 3- and 4-star reviews to recover customers before they churn.

If a review leads to a policy dispute or suspected fraud, document evidence and use the Business Profile appeal process; Google’s enhanced appeal messages now often include specific rejection reasons, which helps remediation.

Weekly & monthly cadence

• Weekly: Check new posts, "What's Happening" entries, menu accuracy, and any flagged reviews.
• Monthly: Audit attributes, photos, product listings, and a sample of reviews for authenticity.

Closing advice: Treat GBP as an operating channel, not a one-time setup. Small, consistent updates—timely offers, accurate menus, and fast responses to reviews—deliver measurable uplifts in clicks, calls, and bookings.