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Facebook's 'Order Food' feature officially launches across the US

13 October 2017

They are combining various delivery services such as ChowNow, EatStreet, Delivery.com, Olo and DoorDash. 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 ever so slightly faster if you're already on Facebook, I suppose - and good exposure for some of the services that users might not already be familiar with.

Facebook (NASDAQ:FB) is rolling out the ability to order food straight through its website. From there, if a restaurant supports more than one of Facebook's ordering partners, you'll be able to choose between them.

A year back, the company has said its US users would be able to order food through a restaurants' Facebook page.

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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.

Facebook is making it even easier for you to get food delivered right to your door. If the restaurant you want to order from offers takeout or delivery with multiple services, you can select which service you'd like to use. There's certainly some work necessary to link all these restaurant pages with the services they use (and businesses can opt out of displaying the food ordering feature if they wish).

"You can browse restaurants nearby by visiting the Order Food section in the Explore menu", Himel explains.

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It'll be available in the U.S. only, at least initially, through Facebook's mobile apps for iOS and Android, and through your desktop browser. Bit by bit, Facebook is working on cornering another tiny slice of our attention, and giving people reasons to stick around and scroll for a little longer.

It's another phase of Facebook's continued efforts to make its app extra-sticky, and reduce the number of times users feel the need to exit it.

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Facebook's 'Order Food' feature officially launches across the US