Industry News | October 13, 2017 | By Danny Klein | QSR Exclusive Brief

Another Titan Enters the Food Delivery Game: Facebook

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Facebook dove into the crowded world of delivery Friday, announcing in a blog post that it officially launched the ability to order food for pick-up or delivery directly from its massive platform.

“People already go to Facebook to figure out what to eat by reading about nearby restaurants, and seeing what their friends say about them. So, we’re making it even easier,” Alex Himel, the vice president of local, wrote.

Facebook’s service combines well-known outlets like EatStreet, DoorDash, Delivery.com, Zuppler, Slice, ChowNow, and Olo. It also connects directly with brands such as Five Guys, Papa John’s, Wingstop, Jack in the Box, TGI Fridays, Denny’s, El Pollo Loco, Chipotle, Jimmy John’s, and Panera Bread. Users can browse restaurants nearby and link up with the appropriate delivery option.

It works with an Order Food section now in the Explore menu of Facebook. On this page, users can browse food options and select “Start Order.” If a restaurant offers takeout or delivery through multiple services, Facebook will allow the user to pick.  

“For example, if you have an account with Delivery.com, you can easily order with your existing login. If you don’t have an account with that service, you can quickly and easily sign up, without leaving the Facebook app,” Himel wrote.

Facebook will also connect guests with old favorites and new discoveries, and share what their network of friends has to say about a restaurant before they order.

This platform has been in the pilot stages since last year. It’s rolling out to all iOS, Android, and desktop sites in the U.S.

The news sent GrubHub’s shares down nearly 3 percent. The delivery giant endured a similar drop in August when Amazon Restaurants announced it was linking up with Olo, a company representing some of the industry’s most prominent chains, including Chipotle, Applebee’s, and Shake Shack.