Facebook rolls out food ordering through its website

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Facebook Inc on Friday launched a service through which its US users can order food for take-away or delivery directly through its app or website. 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.

While Amazon might not make money on food orders, its delivery service is seen as a way to gather valuable customer data and keep in constant contact with consumers. Restaurants' Facebook pages have an "order now" button, and they will also be able to browse through different restaurants in the "order food" tab. It's part of Facebook's attempt to get you to stay within the clutches of its app empire, rather than allowing you loose to do something as mundane as feed yourself.

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If you don't have an account, you can sign up directly from the Facebook app.

As I said earlier, Seamless is not now among Facebook's partner services. That's where all the ordering actually happens, so you're not actually doing much with the Facebook app beyond finding a restaurant and tapping your preferred delivery option. If the restaurant you want to order from offers takeout or delivery with multiple services, you can select which service you'd like to use.

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"We've been testing this since previous year, and after responding to feedback and adding more partners, we're rolling out everywhere in the USA on iOS, Android and desktop", Himel concludes. The new service is rolling out today on iOS, Android and the web. Bit by bit, Facebook is working on cornering another tiny slice of our attention, and giving people reasons to stick around and scroll for a little longer.

As Facebook explains it, ordering food is a natural next-step for the company.

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