People will be able to order food from local restaurants that take deliveries through Delivery.com, DoorDash, ChowNow, Zuppler, EatStreet, Slice and Olo. 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.
It's yet another way Facebook is making its app stickier than ever, and inserting itself deeper into users' daily lives. This provides the user with a one-stop shop to look at everything you can have delivered to your home, rather than having to visit individual apps and websites.
"On this page, you can browse food options and select Start Order when you've found what you're looking for. For example, if you have an account with Delivery.com, you can easily order with your existing login". They can also order directly from restaurants 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. Each will offer up its wares in the new Order Food section, that is being added to the Explore menu.
As Facebook explains it, ordering food is a natural next-step for the company. Shares of food order and delivery service GrubHub Inc dropped almost 3%.
"We've been testing this since past year, and after responding to feedback and adding more partners, we're rolling out everywhere in the U.S. on iOS, Android and desktop", Himel concludes.
Notably, the feature is only available in the United States for now, but Himel notes Facebook has been working on the feature since 2016.
The move to introduce food ordering is one that allows Facebook to keep users inside its app for longer periods, instead of seeing users exit to other apps for common tasks, like ordering a pizza.