In Brief

With the addition of 'action buttons,' Instagram users can now make dinner reservations and order delivery through the app

Instagram’s new “action buttons,” created in partnership with industry websites like OpenTable and Grubhub, allow users to make dinner reservations, order food for delivery and have more direct communication with restaurants through direct messages. The introduction of the buttons is a natural extension for restaurant brands on the social media platform, and capitalizes on the enticing nature of food photos to attract new customers and retain current ones.

The action buttons, which include “Start Order” and “Reserve,” can be found on a restaurant’s individual Instagram page. The process will allow customers to log into their existing accounts for services like Grubhub, bypassing the need to re-enter payment information. While the update is still being rolled out across the app, early results seem promising for both patrons and restaurants. According to a Tasting Table interview with Annie Tucker, the marketing manager of Oklahoma City restaurant The Jones Assembly, the restaurant is seeing an increase of 15 to 20 additional bookings per week as a result of the update.

Instagram

Instagram’s new “action buttons,” created in partnership with industry websites like OpenTable and Grubhub, allow users to make dinner reservations, order food for delivery and have more direct communication with restaurants through direct messages. The introduction of the buttons is a natural extension for restaurant brands on the social media platform, and capitalizes on the enticing nature of food photos to attract new customers and retain current ones.

The action buttons, which include “Start Order” and “Reserve,” can be found on a restaurant’s individual Instagram page. The process will allow customers to log into their existing accounts for services like Grubhub, bypassing the need to re-enter payment information. While the update is still being rolled out across the app, early results seem promising for both patrons and restaurants. According to a Tasting Table interview with Annie Tucker, the marketing manager of Oklahoma City restaurant The Jones Assembly, the restaurant is seeing an increase of 15 to 20 additional bookings per week as a result of the update.