While Amazon might not make money on food orders, its delivery service is seen as a way to gather valuable customer data and keep in constant contact with consumers.
Facebook (FB) wants to be a bigger player in the restaurant game.
Facebook is taking a cue from Amazon.com (AMZN), which recently announced a partnership with Olo, a provider of order and pay technology to thousands of USA locations. You find a restaurant on JustEat, Deliveroo or any number of similar sites and apps, select your food and wait. It's part of Facebook's attempt to get you to stay within the clutches of its app empire, rather than allowing you loose to do something as mundane as feed yourself.
"On this page, you can browse food options and select Start Order when you've found what you're looking for".
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. Shares of food order and delivery service GrubHub Inc dropped almost 3%.
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The release cites Five Guys, Panera, Chipotle and Papa John's as a few of the chains that are participating in their program.
A year back, the company has said its US users would be able to order food through a restaurants' Facebook page.
"We've been testing this since a year ago, and after responding to feedback and adding more partners, we're rolling out everywhere in the U.S. on iOS, Android and desktop", Alex Himel, Facebook's VP of local, said in a press release.
First, scroll down to the "order food" tab in the Facebook app or website.
Notably, the feature is only available in the United States for now, but Himel notes Facebook has been working on the feature since 2016.