Let us say you have some service which is not your main business but still you want to rank for that in the Local Pack. How can you do that?
For example, a martial art gym or a gymnastics facility might want to rank for “Birthday Parties” but Birthday Parties are surely not their main business, so how can they do that?
One way is to encourage your users of that particular secondary service, to write descriptive reviews including the name of that secondary service in the review, if possible. See the following screenshot for an example.
I am reasonably sure, that the review mentioning “sons birthday party” is helping “Champions Gymnastics” rank in the local pack for birthday party related search query.
Disclaimer – Champions Gymanstics is not my client. This is just a screnshot to illustrate my point.