Two weeks ago, I wrote on our blog: "Think about how often you Google businesses on your phone to find their number (say, to order takeout)..."
Not surprisingly, Google was thinking about how often users do this too. Apparently it's a lot because on May 7, the company launched a feature that gives you the option to "Place an order" in the search results. This integration is enabled via six companies in the U.S. (Seamless, Grubhub, Eat24, Delivery.com, BeyondMenu and MyPizza.com), with more expected in the future.? The below GIF shows what the interface looks like on a phone:
StreetFightMag.com published an interview today with Delivery.com CEO Jed Kleckner (Delivery.com is one of the six companies operating this new program with Google) about the new feature.
"Stumbling upon the name Delivery.com when you are searching on Google becomes something you recall at some point later on and causes you to directly come to our web or mobile experience.
Stumbling upon the name Delivery.com when searching restaurants on Google becomes something you recall later on.Jed Kleckner, CEO, Delivery.com
I pulled some of Kleckner's best quotes below:
- "I don’t think it was ever a question of whether Google would do something like this — it was really more a question of when."
- "It would be silly to think everybody is coming to Delivery.com’s direct channel. They’re not. They are searching on Google, they are reading reviews on Yelp (Editor's note: Delivery.com also integrated with Yelp, last year), they’re visiting other locations on the web."
- "(The new feature creates) a halo effect (for channel partners) basically by you stumbling upon the name Delivery.com when you are searching on Google; it becomes something you recall at some point later on and causes you to directly come to our web or mobile experience at some point in the future."
- "Similar to what we do inside Yelp’s environment, we can place a similar iframe and plug it directly into a retailer’s website so they can run it as their own, but they also realize we have a million and a half people visiting and purchasing from our website every day. There is no reason those two things can’t coexist (i.e. the retailer's website and Delivery.com). And there are certainly analogs in traditional retail to show they do and it works."