Instagram Partners with LA’s ChowNow to Make Food Pics and Stories Shoppable
Instagram partnered with LA-based ChowNow to enable users to order food directly from restaurants featured in Instagram posts and stories via "Order Food" buttons, allowing seamless in-app browsing and purchasing to support local eateries and enhance social commerce.
On May 25, 2022, Instagram announced a partnership with Los Angeles-based ChowNow to make food photos and stories shoppable. This collaboration enables users to order food directly from restaurants featured in Instagram posts and stories, streamlining the process of discovering and purchasing meals through the platform.
With this integration, restaurants using ChowNow can add "Order Food" buttons to their Instagram profiles and stories. Users can tap these buttons to browse menus and place orders without leaving the Instagram app. This feature aims to support local restaurants by making it easier for customers to find and order food, leveraging the visual appeal of food photography on social media.
The partnership reflects a broader trend of social media platforms incorporating e-commerce features, allowing businesses to reach customers where they spend their time online. For ChowNow, this collaboration expands its reach and provides its restaurant partners with new tools to drive sales through social engagement.