Last October, Facebook announced some tools and partnerships that supported local discovery and commerce on the app. Among them were:
- Booking and food ordering for Pages
- Social recommendations
- Local event discovery
Facebook “officially launched” food ordering on Facebook last week. The platform is working with delivery aggregators and restaurant chains directly in order to be comprehensive:
Facebook combines options from a number of food ordering services like EatStreet, Delivery.com, DoorDash, ChowNow and Olo, as well as restaurants like Jack in the Box, Five Guys, Papa John’s, and Panera, so you don’t have to search through multiple places to find what you’re looking for. From local spots to national chains, Facebook connects you with old favorites and new discoveries in just a few taps. You can even check out what your friends have to say about a restaurant before you order your food.
Everything is managed within the app itself. The company feels that users will search for food, read reviews, and complete the transaction, all from within the app.
The particular end-to-end experience adds a greater utility for consumers and will ultimately generate more revenue for Facebook via paid media. Right now, it looks like there aren’t any transaction fees for Facebook in this product.
The ability to order food though Facebook should bee seen in the context of a larger and longer-term evolution at the company. Beyond its transactions over time into a media company, Facebook has been been busy building commerce tools and capabilities. Many of these tools are directed towards local and offline transactions.