A number of large chains are involved, too, including Papa John’s, Wingstop, Panera, Jack in the Box, TGI Friday’s, Denny’s, El Pollo Loco, Chipotle, Five Guys, and Jimmy John’s. In a Facebook blogpost, Alex Himel, the company's vice president of local, notes that cutting through the swath of delivery apps should improve the apparently byzantine way we order fried rice on the internet.
"Today, we’re taking the time out of finding what you want to eat by officially launching the ability to order food for pick-up or delivery, directly on Facebook," Himel said. "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."
Facebook isn't gaining any money from the endeavor, because it's more of a data-mining opportunity to process user behavior, according to a Bloomberg report. Additionally, the opportunity to order food on the app presents Facebook with a way to drive more user engagement, so you can stay logged onto the social network for even longer than you already are every day.
Whether or not Order Food winds up becoming a runaway hit remains to be seen, but it certainly is a sign of Facebook's intention to keep expanding its empire in the digital world -- up through your kitchen table IRL.