Facebook Launches Basic Food Ordering Feature Through Partners (Oct 13, 2017)
Facebook has announced that it’s now offering an option to order food through its app, as a result of integration with a range of delivery partners and individual restaurant chains. The “Order Food” option is so far buried deep in the “Explore” tab where few people are likely to find it, though I’m guessing users who make use of it frequently may see it move into their core navigation over time. The integration is basic, mostly launching an in-app browser aimed at the website for either a delivery service or the restaurant chain, with the user having to fill in all relevant information such as credit card, address, and other contact information if they don’t have an existing account. As such, this integration feels like it adds little value over and above the minimal utility of shopping for food within the Facebook app rather than a separate one. It’s a good reminder that, for all Facebook’s reach and power, its new feature launches are often pretty lacking and unlikely to gain much traction, at least in their original form.
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