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How Restaurants Can Show Up in AI Search

AI assistants like ChatGPT and Google’s SGE are becoming the new front door to hospitality. Here’s how restaurants can make sure they are discovered, trusted, and chosen.

Siri E

Sep 12, 2025

The New Front Door of Hospitality

In 2025, the way guests discover restaurants is shifting. It’s no longer just about Google Maps or TripAdvisor. Increasingly, guests are asking AI assistants:

“Where’s the best brunch in Stockholm?”
“Which restaurants near me offer vegan options?”
“Where can I charge my EV and get coffee?”

Unlike traditional search engines, these tools don’t show pages of links. They deliver a handful of recommendations. For restaurants, the competition has never been sharper: you’re either in the answer or invisible.

1. Structured Data: The Foundation of Discovery

AI assistants lean on structured, reliable sources. If your hours, address, or menus are incomplete, you won’t appear.

Where AI looks first	Why it matters	Restaurant action
Google Business Profile	Authoritative for location, hours, and reviews.	Keep every field updated and consistent.
Apple Maps	Default for iOS users	Ensure listings are accurate, especially for EV chargers.
Schema Markup	AI reads structured data	Add schema for menus, reviews, and hours

Without structured data, AI can’t recommend you, no matter how good your food is.

2. Reviews: The New SEO

When someone asks “best pizza in Copenhagen”, AI tools lean heavily on review volume and sentiment.

Signal	How AI Interprets It	Restaurant Strategy
Number of Reviews	Popularity and trust	Encourage steady review flow
Average Rating	Overall quality	Target 4.5+ stars
Keywrods in Reviews	Match to guest queries	Nudge guests to mention USPs (e.g. "vegan brunch")

AI doesn’t invent reputations, it amplifies them.

3. Building Your Knowledge Graph

Discovery isn’t just about a single listing; it’s about your digital footprint across the web. AI assistants piece together the puzzle:

Consistent NAP (Name, Address, Phone) across directories
Mentions in local blogs, media, and guides
Published FAQs on your site (“Do you offer gluten-free options?”)

The broader and more consistent your footprint, the stronger your “restaurant knowledge graph.”

4. Content: Feeding the Machines

AI models are trained on the open web. If you don’t publish, you don’t get noticed.

Content Type	Why it Matters	Example
Blog/FAQ	Answer questions AI scrapes	"Best family-friendly restaurant in Oslo"
Menu (text, not PDF)	Readable, indexable	Vegan options, allergens
Inclusion in Lists	AI loves listicles	"10 Best Brunch Spots in Helsinki"

AI answers originate from the existing content. No content = no visibility.

5. Make Your Differentiators Visible

AI search is not just about restaurants; it’s about finding the right one. If your USP isn’t clear, you won’t be matched.

Examples of differentiators AI uses:

Amenities: EV charging, free Wi-Fi, kids’ menu
Atmosphere: family-friendly, fine dining, late-night
Sustainability: local produce, waste reduction

Ensure these qualities are reflected in GBP, menus, reviews, and your website.

6. The Road Ahead

This is just the start. Soon, APIs from Google, Apple, and OpenAI will feed business data directly into AI search. Restaurants that have their digital presence optimized will flow seamlessly into these systems. Those who don’t risk being invisible.

Plaza’s Perspective

At Plaza, we believe AI search is the new front door of hospitality. Just as restaurants once had to adapt to the rise of Google Maps, they now need to adapt to AI-driven discovery.

Our mission is simple: