Google has formally announced the availability of the new GMB feature to add a Service Menu to the local Knowledge Panel. It has recently been reported by both Kevin Getch and Phil Rozek as visible in their client dashboards.
From the announcement:
Back in January we launched a new Menu editor for the food service industry. This month, we are excited to announce that we have expanded our menu editor to now include additional services.
Businesses in health & beauty, and service businesses, such as plumbers and florists, now have the ability to add their menu of services directly to their listing through their Google My Business account.
Same as the food establishment menu editor, this feature will only be available if the listing is not currently connected to a third party provider and for listings in English speaking locals. If your listing is currently displaying an incorrect menu, please see this help center link for more information on how to correct or remove the link.Google Formally Announces New Service Menu for Local Knowledge Panel by Mike Blumenthal