Facebook Inc on Friday launched a service through which its US users can order food for take-away or delivery directly through its app or website.
The feature, which is simply dubbed "Order Food" on the site, teams the tech giant with food ordering services such as eatStreet, Delivery.com, ChowNow and Olo.
"We're just trying to make it easier for people", said Alex Himel, a Facebook vice president. That's where all the ordering actually happens, so you're not actually doing much with the Facebook app beyond finding a restaurant and tapping your preferred delivery option. Shares of food order and delivery service GrubHub Inc dropped almost 3%.
Facebook is also partnering directly with major restaurant chains like Chipotle, Five Guys, Jack in the Box, Papa John's, Wingstop, Panera, TGI Friday's, Denny's, El Pollo Loco, and Jimmy John's, with more sure to come in the near future.
A button you can click to order food from within the Facebook app is a little far away from Facebook's own vision of a future where your every interaction goes through Facebook Messenger. If not, you'll be able to sign up for a Delivery.com account directly in the Facebook app, the company says. So now you can apply for a job and then eat your feelings if you get rejected, all without ever leaving the cosy blue cocoon of the news feed. The new service is rolling out today on iOS, Android and the web.
It'll be available at launch in the U.S. only, and it's rolling out from today to Facebook's apps on iOS, Android and the desktop (Web).
The service gives Facebook users a few ways to order.
That "we've been working on this for a year" bit surprised me.
Facebook has been developing a deeper relationship with food ordering businesses for some time.