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Google has added the ability to book reservations or schedule appointments directly from the local pack. This is a feature from the Reserve with Google platform but now it has surfaced directly in the local pack results. Mike Blumenthal first spotted this and yes, I can replicate it.
Here is a screen shot:
Here is Mike's screen shot with a differently worded button:
This takes you into the process of picking a type of service, date, time and payment for it.
I posted some more screen shots at Search Engine Land.
Forum discussion at Twitter.
