Timeline and Milestones for transitioning from end-to-end to Redirect food ordering experience

We will be migrating our end-to-end food ordering experience to the Redirect product in 2024.

As a result of this migration, when a user clicks the “Order” button on Google, instead of building a cart and paying on Google, they will now be able to compare ordering options from redirect providers, and link out directly to the partner’s platform or merchant’s website to complete the transaction. The redirect experience is currently live in the US, CA, AU, DE and UK.

To ensure a smooth transition to the redirect experience, here are key milestones and dates that should be noted.

Milestone Description Date
Action URL Submission Begin sending action URLs via your E2E feeds. Start: Jan 22, 2024 Deadline: June 30, 2024
Migration to Redirect Experience The E2E consumer experience within Google Search and Maps will be disabled. If you have included action links, Google will automatically convert E2E feeds to the Redirect consumer experience. If you have not added Action Links to your feeds, you will no longer be served on Google. June 30, 2024
OwG Redirect Agreement Sign the revised Click-to-Accept Agreement and program terms before transitioning to the native redirect integration. You will receive the new agreement once you have submitted the interest form Before beginning work on your native Redirect Integration.
Native Redirect Integration Partners will need to fully integrate with native Redirect + Menus. If you haven’t integrated with native Redirect feeds your food ordering integration will no longer serve on Google. Deadline: Jan 31, 2025

Do not hesitate to reach out to your Google team for additional guidance.