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Instagram was already an app we looked to for meal inspiration, but now those picture-perfect shots of pastas, sushi, steaks and bagels we "like" and scroll through are taking a dangerous turn for our wallets—and helping restaurants in the process.
Today the photo app announced a new initiative that brings those restaurant-posted pictures of breakfast, lunch and dinner right to your door, and it's as easy as the push of a button. The new in-app service allows participating restaurants to add a button to their profile page and Instagram stories, so when you see that new "Order Food" icon, you'll be linked directly to a delivery menu through the service of their choice.
The move comes at a time when restaurants are struggling to maintain sales and keep staff employed, which is why Instagram's new buttons will also allow restaurants to add one-touch icons for donations as well as gift card purchases.
"For many businesses right now, every sale helps," the company says in its announcement. "We'll continue to work on features that make it easier to support the small businesses you care about."
The new buttons will roll out across the U.S. and Canada, starting today.
"We’ve had to quickly pivot to delivery and takeout only, and this has been a huge challenge for independent restaurants across the country," Los Angeles chef Jeremy Fox says in a news release, opting to use ChowNow as his button partner. "With ChowNow seamlessly linking to our Instagram accounts—and not charging any commissions on orders—we’re able to promote all the new things we’re offering while ensuring that more dollars go directly back to our restaurants and beloved staff."
Fox has been pivoting his restaurants—including Rustic Canyon, Birdie G's and Tallula's—in various ways, in some cases adding to-go cocktails and a market pantry to his usual food menus. With the new button, he'll be able to deliver hot dishes as well as drinks and dried goods immediately and at no cost to the restaurant beyond ChowNow membership.
While Instagram won't be taking a commission of the restaurants' button sales, a number of the country's most popular delivery services do, but with the freedom to choose a service to link, restaurants can opt for the delivery provider that works best for them.
Want to help spread the word for your favorite restaurant? When you see a post featuring the button, you'll also be able to reshare the post to your own story, and the button will, theoretically, directly work for your followers, too—because, hey, what good is Instagram without sharing a little food porn?
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