Online ordering platform ChowNow today announced a partnership with Instagram to offer restaurant orders through the social media app, according to a press release from ChowNow.
Participating restaurants that are also ChowNow clients can add an “Order Now” button or sticker to their food images and videos on Instagram. When a user clicks the button, they are directed to the restaurants online ordering platform, which is powered by ChowNow and can process the transaction, including payment.
One of ChowNow’s big selling points is the commission-free aspect of its online ordering systems. Restaurants partner with ChowNow and pay the company a flat fee to power their online ordering, bypassing the need to use third-party delivery services like DoorDash or Grubhub. That means restaurants focusing on takeout or that operate their own delivery fleet can (in theory, at least), ditch those third-party delivery services, whose commission fees are the subject of much controversy. (Restaurants that drivers would still have to factor in that cost with third parties.)
Small restaurants in dense, urban areas like NYC that don’t need scores of drivers could especially benefit from a system like ChowNow’s. And with the current global pandemic shutting dining rooms down and forcing restaurants to get creative about how they do business, more and more in the industry are promoting the importance of takeout orders.
Whether they’re doing takeout, delivery, or some combination of both, restaurants would be wise to take advantage of the new ChowNow-Instagram partnership. Instagram has become an invaluable marketing tool for restaurants over the last few years. Now, as today’s press release notes, “food images and videos are a mainstay of Instagram Stories.” That’s more true than ever, at a time when people are staying home and people are spending even more time on their devices.
Instagram users will also be able to re-share restaurant Stories that include Order buttons on their own Stories. The new feature is effective today for ChowNow restaurant clients.