Facebook has officially announced a new feature allowing its U.S. users to order food from local restaurants through the Facebook app.
According to TechCrunch, the social media giant has decided not to compete directly with other food ordering services. Instead, Facebook is partnering with several industry players, including EatStreet, Delivery.com, DoorDash, ChowNow, Olo, Zuppler and Slice, as well as restaurant chains like Jack in the Box, Five Guys, Papa John’s, Wingstop, TGI Fridays, Denny’s, El Pollo Loco, Chipotle, Jimmy John’s and Panera.
The ordering option has been in testing since last year, according to the Tech Crunch article. After adding more partners and responding to user feedback, Facebook decided it was time to roll it out across the U.S. to all users on iOS, Android and desktop.
Users can find the new “Order Food” option in the Explore menu in the Facebook app, where they can then browse area restaurants and click “Start Order” when they know what they want and are ready to make their choices. Users will also be able to read restaurant reviews from friends.
The new food ordering feature offers an option for delivery and take-out, TechCrunch reported. Users that already have a Delivery.com account can use their existing logins to place the orders. If not, users can sign up for an account directly from within the Facebook app.
In addition to ordering food, Facebook has recently introduced several other features, including weather info, instant games, a jobs board, fundraisers, movie listings, booking appointments and getting quotes and more.
The “Order Food” option is not a direct revenue driver for Facebook, though, according to the TechCrunch article. The company doesn’t charge any fees or receive any profits from the orders placed via its app. Instead, the new offering serves as a way to keep Facebook users inside the app for longer periods.