Everyone Wants To Sell Food – Even Facebook

The Lempert Report
November 22, 2017

The new feature “Order Food” has been in test for over a year and allows users to Order food from local restaurants including EatStreet, Delivery.com, Slice, Jack in the Box, Five Guys, Papa Johns, Chipotle, El Pollo Loco, Jimmy John’s and Panera.

You can find “Order Food” under the Explore Menu where you can browse restaurants, similar to Uber Eats, and then order for delivery or take-out. Following the Facebook mantra, it also includes restaurant reviews from your Facebook friends; no doubt adding a new higher level of credibility to the typical restaurant review. 

In an interesting twist, according to Tech Crunch, is that Facebook does not charge any fee or receive any profit from the food orders. It’s brilliance and long range thinking is to create tools like this – and no doubt many more are on the way –to keep Facebook users on their pages for longer periods.

It’s a lesson that many supermarkets should learn from. Much like the original Nike store, or even years ago the famous toy store F.A.O. Schwarz, and Today Eataly - creating an environment in which people are excited by discovery will lead them to spend more time and shop more.