Since launching in 2004, Facebook has slowly integrated itself into nearly every facet of its users lives. Now, after scrolling through a never-ending stream of wedding photos and election memes, Facebook’s some 1.7 billion users will be able to ease their anxiety by ordering food delivery directly through the site’s mobile app.
According to the Wall Street Journal, the new feature—which launches Wednesday, and also allows users to buy movie tickets and book appointments—marks CEO Mark Zuckerberg’s latest attempt to transform his company from a social media platform into a more comprehensive tool for all of life’s needs.
“How can we make Facebook more useful in your everyday life?” Andrew Bosworth, the head of Facebook’s advertising technology and local teams department told the Journal.
Though food delivery services are a dime a dozen in 2016, with everyone from Uber to self-professed “food God” Jonathan Cheban hoping to cash in on the trend, Facebook’s new feature could be a game-changer for the business. Services like GrubHub, Seamless, and Postmates have dominated the landscape in recent years, but few companies know as much about American consumers as Facebook. In the light of the news, shares of GrubHub dropped by more than 2 percent on Wednesday, according to CNBC.
In addition to order food directly through the app, Facebook also rolled out a new recommendation feature on Wednesday, allowing users to suggest local restaurants and businesses to one another.
Just when you thought you were escaping Facebook’s clutches, diversifying your social life with Snapchat and Instagram, Zuckerberg just keeps pulling you back in.