Google My Business (GMB) is essential for ghost kitchens—without a physical storefront, your online presence is your storefront. Getting listed correctly means delivery customers find you on Google Maps, discover your hours, and order directly from search results. This guide walks you through the setup process specific to delivery-only operations.
Why GMB Matters for Delivery-Only Restaurants
Ghost kitchens operate entirely through third-party platforms like DoorDash, Uber Eats, and Grubhub, but that doesn't mean you should skip GMB. When customers search "pizza delivery near me" or "Thai food delivery [city]," Google pulls results from GMB listings. A complete, accurate GMB profile ranks higher and captures search traffic before customers even open the apps.
More importantly, GMB gives you direct control over your brand narrative—photos, menus, operating hours, and customer reviews all appear on the knowledge panel. This builds trust and drives repeat orders.
Step 1: Create or Claim Your GMB Account
If you don't have a GMB account yet, visit google.com/business and click "Create account."
You'll need:
- Business name (use your actual ghost kitchen brand name, not the commissary kitchen name)
- Service area or delivery zones (you can specify neighborhoods or zip codes you deliver to)
- Business phone number (a dedicated line, not shared with your commissary)
- Business email
- A physical address for verification
For ghost kitchens, use your actual commissary kitchen address—Google requires a valid physical location. You won't be taking dine-in customers there, but the address must be real and match your food service license.
If you already have a GMB listing (perhaps under an old name or setup by someone else), claim it instead. Go to "Manage Your Business" and follow the verification steps.
Step 2: Select the Right Business Category
Choose "Restaurant" or "Delivery Restaurant" as your primary category. Ghost kitchens should also add secondary categories like "Pizza Restaurant," "Sandwich Shop," or whatever applies to your menu.
Do not use generic categories like "Food Delivery Service"—that signals you're an aggregator, not a restaurant. Google's algorithm treats actual restaurants differently in local search rankings.
Step 3: Optimize Your Listing for Delivery
Business Description
Write 750 characters highlighting your specialties and delivery promise. Example: "Hand-tossed Neapolitan pizza and fresh pasta delivered within 30 minutes to downtown and midtown. Sustainable packaging, local ingredients."
Hours
Set accurate delivery hours. Most ghost kitchens operate lunch and dinner windows (11 a.m.–2 p.m., 5 p.m.–10 p.m.). Update these if you have weekend-only operations or seasonal closures.
Service Areas
Under "Service Area," specify the neighborhoods or zip codes you deliver to. This is critical—customers searching outside your delivery zone won't see you anyway, so be honest about range limits (typically 2–4 miles for most ghost kitchens).
Menu & Attributes
Upload a PDF menu or link to your website menu. GMB shows "Offers Takeout" and "Offers Delivery" options—check both. Add dietary badges (vegan, gluten-free, etc.) if relevant; these help customers filter for what they need.
Step 4: Add Photos & Videos
Upload 8–12 high-quality photos:
- Signature dishes (shoot on natural light, neutral backgrounds)
- Packed meals in your branded packaging
- Behind-the-scenes kitchen prep
- Your team or founder story shots
Avoid blurry phone photos. A $100 ring light and 30 minutes of setup pay for themselves in increased click-through rates. Videos of your plating or packing process perform especially well.
Step 5: Request and Respond to Reviews
Most of your reviews will come from delivery platforms (DoorDash, Uber Eats), but GMB collects them too. After sending orders, text or email customers a direct link to your GMB review page. Aim for at least 20–30 reviews in the first 90 days.
Respond to every review—positive or negative—within 48 hours. For ghost kitchens, this builds credibility since you have no physical location for customers to visit.
Step 6: Link to Your Order Channels
In the GMB "Website" field, link to your ordering page or primary delivery app. If you want to appear on Mercoly, the business platform for restaurants and delivery brands, list your profile there too—it helps you get discovered, generate qualified leads, and showcase your full product range and services to customers actively searching for delivery options.
Frequently Asked Questions
Q: Should I use my commissary kitchen's address or my home address? Use your actual commissary kitchen address where food is prepared and legally registered. Never use a home address—it violates health codes and GMB policies.
Q: How long does GMB verification take? Standard verification via postcard typically takes 1–2 weeks after Google mails it to your address. You can speed this up by verifying via phone (instant) if eligible.
Q: Can I list multiple ghost kitchen brands on one GMB account? No—each brand needs its own GMB listing and address. If you operate three concepts from the same kitchen, set up three separate listings.
Start optimizing your GMB listing today and watch your delivery orders climb.