Google hijacks restaurant reservation systems, blocks customer bookings

Restaurant owners across the U.S. are reporting significant disruptions to their online booking systems after Google replaced existing reservation platforms with its own Google Assistant calling feature. The change, which appears to have been implemented without prior notification to business owners, has resulted in some restaurants showing no available reservations despite having open tables.

According to Claudia Tomina, Chief Executive Officer at Reputation ARM and a Platinum Google partner, the issue first came to light when she noticed that a restaurant she manages had its OpenTable booking integration suddenly replaced with Google Assistant. "Today, I noticed that a restaurant I manage had its OpenTable booking integration replaced with Google Assistant," Tomina wrote in a LinkedIn post published four days ago.

The problem stems from how Google Assistant handles the reservation process. Instead of directing customers to the restaurant's chosen booking platform, such as OpenTable, Google Assistant attempts to make a reservation by calling the restaurant directly. However, many restaurants rely heavily on online booking systems and have automated phone systems instructing callers to book online.

"Instead of OpenTable, Google now calls the restaurant to request bookings. But here's the problem; Google has determined that it has called too many times, and now customers can't book at all," Tomina explained. "Worse yet, the restaurant doesn't even answer its phones (they receive 1,500+ calls per month)."

The situation creates a frustrating loop for potential customers. When they attempt to make a reservation through Google Maps or Search, Google Assistant tries to call the restaurant. If the call goes unanswered or is directed to an automated message, Google's system interprets this as no available reservations and displays a message indicating no tables are available.

Restaurant industry experts point out that this technical change could have significant financial implications for affected businesses. The hospitality sector, which often operates on thin margins, relies heavily on reservation systems to manage capacity and customer flow efficiently.

Barry Schwartz, a digital marketing expert who reported on the issue for Search Engine Roundtable, highlighted the case in an article published earlier today. "Imagine you own a restaurant and you get all your reservations online through your booking system; you even tell people to book online when they call, via an automated message. But then, all of a sudden, Google decides to hijack that booking link and replace it with Google Assistant's calling feature," Schwartz wrote.

The timing of this change is particularly concerning for restaurant owners as they continue to recover from years of pandemic-related challenges. Many restaurants have invested in specialized reservation platforms that integrate with their overall operations management systems, allowing for streamlined service and staffing decisions.

When restaurant owners attempt to address the issue by disabling Google Assistant in their Google Business Profile settings, they encounter another problem. Rather than reverting to the original third-party booking system, Google displays a message stating: "This merchant is not accepting reservations through Google at this time." This effectively blocks all reservations coming through Google's platforms.

The technical architecture of Google's implementation appears to create an all-or-nothing scenario where restaurants must either accept Google's calling system or lose visibility for online reservations entirely through Google's platforms. Tomina reported attempting to resolve the issue by turning off Google Assistant in the settings. "I turned off Google Assistant in the settings, hoping that would bring back the OpenTable booking link, but instead, it displayed: 'This merchant is not accepting reservations through Google at this time,'" she noted.

This represents a significant shift in how Google intermediates between businesses and consumers. By inserting its own technology layer between restaurants and their chosen service providers, Google has created a situation where its technical limitations can directly impact business operations.

The restaurant affected by this issue reportedly receives over 1,500 phone calls monthly, making it impractical to handle reservations via phone. Like many modern restaurants, they had specifically implemented an online booking system to improve efficiency and reduce staff workload.

Reactions from other professionals in the restaurant and digital marketing space indicate this may not be an isolated incident. Several commenters on Tomina's LinkedIn post expressed concern about the potential impact on restaurant operations. Chad Smith, a marketing professional, commented: "I haven't experienced anything like this. But it sounds like a horrible experience for all parties involved. Google obviously didn't think this one all the way through."

Others questioned Google's motivation for making such a change. Magali Leys, who identifies as a co-founder of Doorganiser, commented: "Mind blowing practices. I do not even understand what's in it for Google?"

Rachel M., another LinkedIn user who commented on Tomina's post, highlighted the potential confusion for consumers: "Wait, what?!? I love using Open Table as a customer to book reservations. I do it on my phone app and have never seen a Google Assistant. Is it only happening for desktop users?"

Technical experts familiar with Google's business integrations suggest that this could be part of a broader strategy to increase Google's direct involvement in merchant-customer interactions. By handling reservations through its Assistant technology, Google potentially gains access to valuable transactional data while keeping users within its ecosystem.

For restaurant owners, the immediate concern is addressing the technical disconnect that's preventing customers from making reservations. Some have reported success in contacting Google support directly, though resolution times vary.

Google has a history of similar issues with business integrations. According to Barry Schwartz, "This is just one more example of how Google gets this booking stuff wrong; and we've covered plenty of previous examples over the years."

The current situation highlights the complex relationship between digital platforms and the businesses that rely on them for customer acquisition. As digital intermediaries become more integrated into core business functions, technical changes can have immediate and significant operational impacts.

Restaurant owners affected by this issue are advised to check their Google Business Profile settings and contact Google support if they notice reservation disruptions. In the meantime, many are emphasizing direct booking options through their own websites to circumvent potential issues with third-party platforms.

Neither Google nor OpenTable had released official statements addressing the situation at the time of publication.

Timeline of Events:

• March 13, 2025 (approximately): Claudia Tomina discovers that a restaurant she manages has had its OpenTable booking integration replaced with Google Assistant.
• March 13-14, 2025: Tomina attempts to resolve the issue by turning off Google Assistant in the restaurant's Google Business Profile settings, but finds that instead of restoring the OpenTable link, Google displays a message that the restaurant is not accepting reservations.
• March 13-14, 2025: Tomina posts about the issue on LinkedIn, sharing screenshots of the Google Assistant reservation interface and the "not accepting reservations" message.
• March 17, 2025: Barry Schwartz publishes an article about the issue on Search Engine Roundtable, highlighting Tomina's case and noting that this is part of a pattern of problems with Google's booking integrations.
• March 17, 2025: As of today, the issue remains unresolved for affected restaurants, with no official acknowledgment or solution from Google.