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. People already go to Facebook to figure out what to eat by reading about nearby restaurants, and seeing what their friends say about them. This isn't ideal for Facebook, as the company wants you constant attention. 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. The feature is now available everywhere in the US on iOS, Android, and desktop. If they do, you will be able to browse through the existing websites for Delivery.com and all the others.
To make the deliveries happen, Facebook has partnered with restaurants including Chipotle Mexican Grill Inc, Jack in the Box Inc, Five Guys and Papa John's International Inc, and signed on with food services such as EatStreet, Delivery.com, DoorDash and Olo.
As Facebook explains it, ordering food is a natural next-step for the company.
But if you're left asking why you wouldn't just use an app from these services or chains to begin with, I don't have a great answer for why Facebook's little shortcut would be better. According to a press release, you can only order from restaurants that are already offering takeout and delivery through one of those services.
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Food delivery apps is a saturated market but Facebook, with 240 million users in the United States, aims to offer a more convenient service without the hassle of switching apps.
As I said earlier, Seamless is not now among Facebook's partner services.
Facebook is not the only tech company to do this. Previously, this feature was only available to select users. Though Amazon might not be making money on the food orders, its delivery service surely helps with valuable user data, notes Bloomberg.