Instagram to make it easier for restaurants to link to commercial partners

The scheme was launched in the US and Canada last week and has been expanded to the UK as part of a worldwide rollout. 

Restaurants and other businesses can add ‘Action Buttons’ to their profiles that link to a partner site of their choosing, such as a delivery or e-commerce provider (previously restaurants could only include one link).

To use the feature, businesses will need the latest version of the app, and then should see a notification which will take them through the steps for adding an “Action Button” to their profile.

Food Orders can also be added to stories by way of a sticker that users can tap to make a purchase, potentially allowing restaurants to feature a dish or product and then link directly to it on a partner website or app.

Instagram says it is introducing the Food Orders function to support businesses through the Coronavirus crisis.

"Small businesses and restaurants are an important part of Instagram’s community, and we know they are facing immense challenges during the COVID-19 crisis."

That’s why today, Instagram is launching Food Orders, making it easier for businesses to get support from their customers through food orders on Instagram."

"For many businesses right now, every sale helps. At Instagram, we are continuing to work on features that make it easier to support the small businesses you care about."