Facebook (FB) continues to strengthen its grip on everything in users' lives. It snapped up Instagram and WhatsApp, and launched Facebook Messenger to capture our pictures and communications. It has incrementally added more and more features, and the latest centers around online food ordering.
If users want to order food on Facebook, they will do the entire process on its platform. That may seem like a secondary footnote, but it's actually an important detail. The company could have rerouted users to a different platform to order with a simple update. But by keeping users on its platform it strengthens everything.
It increases the amount of time a user will be on Facebook. It increases the user's engagement and also increases Facebook's direct interaction with that user. It will know you like such-and-such from P.F. Chang's once a week or your favorite dish from the local Thai place in town. Guess whose benefit that works toward.
Actually, the customer and Facebook. But the latter's what's important here because Facebook could have just added a feature that made it easier for users. Instead, it focused on a win-win situation.
The company is teaming up with Slice and Delivery.com for the service. Users do everything from customize their order to pay for it directly on Facebook.
If Facebook can successfully implement this plan, and perhaps add several other services, business could hit a whole new level.
Shares of Facebook closed at $148.06 Friday, up 0.3%.
Editors' pick: Originally published May 19.