Facebook is rolling out a feature that will make it possible for users to order food from their favorite restaurants from the main app of the social media giant. The new feature will make it possible for users to make the orders without navigating to the restaurant’s app or to the delivery service. At the moment the feature is available to select users on both mobile and the web.
On the web app, the feature is indicated by a hamburger icon while on the mobile it is indicated by a hamburger icon that is blue and white. Currently, the restaurants that Facebook users can order food from are those that use Slice or Delivery.com.
A deal between Facebook and the two online ordering firms had been announced last year in October. Then Facebook had said that it would let its users to make food orders with restaurants that were supported right from the ‘Start Order’ button of Facebook Pages. Local restaurants are listed together with their photo, ratings, type of cuisine offered and price range. Information on whether pickup, delivery or both are offered is also provided.
The advantage for Facebook users is that they will be offered convenience as they won’t have to exit the social media platform in order to place food orders. For Facebook, on the other hand, it will be able to keep users within its walls for longer thereby raising the user engagement levels.
In the past couple of months the Palo Alto, California-based social media giant has unveiled features that are similar to the food ordering one. This includes a travel feature known as ‘city guides, instant games, a weather feature, a jobs board, government information delivered through ‘town hall’ and so on.
Other features that Facebook has recently introduced with a view to becoming a one-stop shop includes Marketplace. This was unveiled last year in October and as the name suggests, it is an avenue through which members of local communities can engage in the selling and buying of items. Another feature which was unveiled a few weeks ago during the Facebook F8 conference is Camera Effects which is the augmented reality platform for the social media giant.
Following the development, shares a GrubHub, a firm that competes with Slice and Delivery.com were reported to have fallen by as much as 3.4%. According to GrubHub’s chief executive officer Matthew Maloney the firm is not threatened as it possesses significant structural advantages such as scale.