Facebook Inc. Threatens Yelp’s Existence with In-App Food Ordering

TakeoutFacebook Inc (NASDAQ:FB) has added a slew of new features to its mobile app, including the ability to order food directly from restaurants.

With a global user base of 1.7 billion users, and strong localized relationships between people and businesses on FB, the opportunity could be very big indeed. The social media titan’s move could also spell big trouble for services like Yelp, which counts on businesses paying for priority listings on its platform.

According to the company’s blog post:

You can now order food from restaurants directly from their Facebook Pages. Simply click “Start Order” on any restaurant’s Facebook Page that uses Delivery.com or Slice.

The company began rolling out this new feature yesterday, which most U.S. users can now begin using within its mobile app.

Restaurants aren’t the only local businesses that Facebook users can now book with. Users can also book appointments with spas or salons, and “Some local business Pages will now have a ‘Get Quote’ button at the top that lets you easily and quickly request a quote from the business,” according to FB. Users can also now book movie tickets straight from certain movie pages on Facebook, and even buy tickets to live events directly from event pages.

“This is the first step, and over the coming months we’ll be launching even more new features that will make it easier to get things done,” the company noted.

Facebook shares fell $0.12 (-0.10%) to $129.99 in Thursday morning trading. Year-to-date, FB has gained 23.96%, versus a much smaller 4.99% rise in the benchmark S&P 500 index during the same period.