Facebook launches ‘Order Food’ feature in app

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It looks like Facebook has launched an ‘Order Food’ option within its app. The social network has made an anouncement here.

As they say: “Today, we’re taking the time out of finding what you want to eat by officially launching the ability to order food for pick-up or delivery, directly on Facebook. People already go to Facebook to figure out what to eat by reading about nearby restaurants, and seeing what their friends say about them. So, we’re making it even easier.”

By teaming up with various delivery services, you can access local restaurants and order from the app. You can use an existing account you have with Delivery.com, DoorDash, ChowNow, Zuppler, EatStreet, Slice or Olo. Or you can sign up via the app. You will also be able to order directly from local outlets of national chains including Papa John’s, Wingstop, Panera, Jack in the Box, TGI Friday’s, Denny’s, El Pollo Loco, Chipotle, Five Guys and Jimmy John’s.

What is perhaps most interesting is that they have confirmed that it isn’t getting a slice of the cash for integrating these services into the app. Facebook neither takes a fee from dinners or a share of the revenues on the food orders. Rather the primary purpose of the feature seems to be keeping people on the app and engaged with the app for longer.

It’s not hard to see how, though, this could develop into a revenue stream in due course. In particular with regards to Facebook ads: advertisers could get more prominence when people are browsing for their dinner.

Currently the ‘Order Food’ feature is only available to Facebook users in the USA.

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