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15 October 2017, 01:08 | Virginia Benson
Facebook Takes A Page From Amazon In The Food-Ordering Game
Users can browse restaurants nearby by visiting the "Order Food" section in the "Explore" menu. Select start order. If the restaurant offers takeout or delivery with multiple services, you can select which one you'd like to use.
Food delivery apps is a saturated market but Facebook, with 240 million users in the U.S., aims to offer a more convenient service without the hassle of switching apps.
The company began testing its "order food" capability previous year based on feedback from its users and after adding more partners to its list, a spokeswoman said. Facebook says you'll also be able to order directly from Papa John's, Wingstop, Panera, Jack in the Box, TGI Friday's, Denny's, El Pollo Loco, Chipotle, Five Guys and Jimmy John's. According to Himel, it was "complicated" for users to first search a restaurant on the site, and then log onto a third-party service, or call the restaurant to deliver the food.
The services that are supported include EatStreet, DoorDash, ChowNow, and Delivery.com.
Facebook wants to develop itself as a one-stop solution for nearly all you need.
For example, if someone has an account with a particular food order service, he/she can easily order with their existing login id. The new service is rolling out today on iOS, Android, and via the web. But it's not at all what you might think; Facebook hasn't created its own answer to Seamless, which would be massive news for the restaurant industry. So really, the Facebook portion is more like a jumping off point to direct users to the food delivery service.
It's another phase of Facebook's continued efforts to make its app extra-sticky, and reduce the number of times users feel the need to exit it.
This move of introducing food ordering is one that allows the social media giant to keep its users on the app for a longer period of time, rather than seeing its users leave and move to other apps for tasks such as ordering pizza. People already use reviews on Facebook business pages to help decide where to order from next, along with recommendations from their social circle.
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