Instagram just made it easier for users to order takeout.
To support restaurants during the Coronavirus pandemic, Instagram has added “Order Food” buttons and stickers that let users place takeout and delivery orders from the app. Online ordering system ChowNow is running the initiative and will complete orders that are started on Instagram. The initiative is running at no extra cost to restaurants, though brands must partner with ChowNow to activate the buttons—13,000 restaurants have already signed up. As a third-party site in the congested food courier market, ChowNow’s no-commission model is unconventional. However, with delivery apps coming under fire for raising prices during the pandemic, ChowNow’s free buttons could provide an affordable substitute for restaurants looking to boost their exposure and revenue.
In addition to the order buttons, Instagram added gift card and fundraiser donation buttons for restaurants to use on their stories and profiles. Restaurants can set up fundraisers through Facebook and link them to their Instagram accounts. Coupling social media and commerce has become a common practice, according to a Gartner report on the topic, and with Instagram leading in adoption of commerce features, it makes sense that the platform would institute additional methods to increase restaurant exposure. Social media users are also being asked to share their favorite restaurant’s buttons on their own posts and stories to further spread the word.
Restaurants could find solace in Instagram’s new restaurant features as they get to advertise delivery meals and engage with customers—all at the click of a button.