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Businesses can now sell food on Instagram

In a move that could be every foodie’s dream Instagram has extended its shopping platform beyond the discretionary and into the essential, with users now able to order food and share fundraisers.

Businesses can prompt customers to order meals through a button that can be attached to its profile, or shared through its stories. Customers who click through will be taken to a meal ordering platform – either UberEats, Deliveroo or DoorDash. These stories can be reshared by other users to prompt others to help support local businesses. 

“For many small businesses right now, we know that every sale helps. We want to do our part in helping them stay open, keep in touch with customers, and stay informed on how to navigate this crisis,” said Instagram APAC head of market operations Kaylie Smith.

Additionally, the service can now tap into Facebook Fundraising to help individuals or businesses by way of a ‘donate’ button. The move comes as people worldwide are isolating themselves amid the COVID-19 crisis, with many businesses forced to shut in an effort to help contain the virus. Many small businesses, however, have been forced to shut permanently as their sole revenue stream disappeared seemingly overnight.

Instagram’s efforts are in line with actions taken by businesses like Deliveroo, which promised that restaurants on the platform would be paid within a week, and now allows customers to tip the restaurant.

Brisbane-based Bopple waived its subscription fees for 1 to 3 months to try to help struggling restaurant partners, and doesn’t charge commission fees that larger players do. Online ordering platform Order Up! has waived the cost of setup, and has reduced other fees, to help get more businesses onboard. Order Up! also partnered with Bolt Bikes, an e-bike provider, to allow cafes and restaurants to retain staff as delivery drivers.

Australian brewery Coopers, influencer marketing platform Scrunch and curation platform xxtracreamy have partnered to create Delivered – a centralised hub detailing service offerings of more than 300 venues across Brisbane, Sydney, Adelaide, Perth and Hobart.

“Coopers’ support for Delivered is one of many initiatives the brewery has undertaken to support Australia’s hotels during the current Coronavirus pandemic. Hotels are doing it tough and anything we can do to help hotels promote their meal home delivery service is worthwhile,” said Cam Pearce, Coopers’ marketing and innovation director, to Inside FMCG.

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