Postmates gave her instructions to remove the button, but they didn’t work. Later, a representative sent her back to Google. Miler finally took matters into her own hands: Since the button only appeared during business hours, she adjusted her restaurant’s hours in the Postmates platform so it only appeared to be open about half an hour a week. The button finally disappeared, but so did any orders through Postmates. Miler soon started getting calls from customers, disappointed that delivery appeared unavailable.

Eventually, Miler got a clearer response from Postmates. “Unfortunately, we have no direct control,” a spokesperson wrote. “If you would like more direct control over your Google knowledge panel I recommend going to this link Google Claim Your Business. Furthermore, you would have to delete your menu off of your business page for this to take effect.”

A Google spokesperson tells The New Food Economy via email that, “Restaurant owners can reach out to Google My Business support channels at any time to modify their listing,” including removing the button. However, Miler’s attempts to get it removed have been unsuccessful. We’ve spoken to others in the restaurant industry who had the same experience.

When Google’s “Order Online” buttons appeared on Maps and Search listings in May, the press largely covered the change as a boon to small restaurants, quoting consultants who claimed the button would bring in new business. In reality, restaurant owners say they were caught off guard. The change has confused customers and privileged the large delivery platforms. The outcome, they say, is worse for both the restaurant and the eater.

~

Not all delivery platforms are created equal in the eyes of a restaurant owner. Some, like ChowNow, charge a single flat fee per month. Others, like Postmates and DoorDash, charge some combination of a flat delivery fee to the eater and a marketing commission to the restaurant based on a set percentage of each order. Many restaurant owners, including Miler, set up their own online ordering systems, which are generally cheaper and more bare-bones than the glitzy delivery apps.