Facebook, Amazon Become Weapons In Restaurant-Ordering Arms Race

By Taylor CromwellBloomberg

The cutthroat U.S. restaurant industry is getting increasingly aggressive about technology, enlisting Facebook and Amazon.com in the race to make it easier for customers to order and pay for food.

Last month, TGI Fridays began letting customers foot the bill using their Amazon accounts. And pizza chains are locked in an escalating battle to adopt new ordering methods – a contest that involves chatbots, voice-activated devices and social networks.

Papa John’s went so far as to declare itself an “e-commerce company” this month after delivering surprisingly strong results.“We’re much more close, I would argue, to Amazon than we are to a brick-and-mortar restaurant,” said Brandon Rhoten, Papa John’s chief marketing officer.

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