A recent study conducted by the National Restaurant Association found that more than 95% of restaurant owners said that they will be on Facebook within two years. This is smart, considering this is the place where most of their consumers are. Facebook recently announced in September that it reached the 1 billion-user milestone.

The food and beverage industry is a major component on the social network, as there are about 187 million consumer restaurant brand “likes.” In addition to promotions, some restaurants have gone the extra step and have decided to incorporate food-ordering abilities directly from their fan page. This allows Facebook members to order a meal without ever having to leave the site. Some companies that have jumped into the Facebook online integration game include ChowNow, NetWaiter, and ONOSYS.

While it may be too early to see whether this service is beneficial or not, a restaurant in Charleston, S.C., The Taco Spot, has already experienced a ten percent lift in digital orders since it implemented the new feature. The restaurant’s owner, Lindsey Collier, said, “Not only does Facebook ordering channel provide convenience for socially networked customers, it has also helped the restaurant fill more orders, faster.” Chris Webb, the CEO and founder of ChowNow, said that in addition to speed, another benefit of being able to order food on Facebook is that is “levels the playing field for smaller chains.” I agree. Regardless of a restaurants size or budget, every restaurant’s Facebook page looks the same. This helps independent restaurants and smaller chains compete with bigger, national chains. Another benefit of having a Facebook ordering platform? It speeds up the process, and in today’s society, time is so valuable. The convenience it creates is a great return for customers. Because people are on Facebook all day long, they are able to order directly from the site instead of going to the restaurant’s website. This makes the process one click faster, which people will fully appreciate. Another obvious advantage is the potential for increased sales.

Although there are benefits to the Facebook ordering platform, the concept is still new and untouched by many – for now. A recent study conducted by the Cornell University Center for Hospitality Research found that the top fast casual and quick-service chains have moved forward with online ordering, but not on Facebook. Philip Laque, one of the authors of the study, said, “Although almost every chain is on Facebook, we found only about three percent allowed ordering through Facebook. On the other hand, electronic ordering is not for every chain. We found virtually no online ordering possibility for fine dining restaurants.”

Beyond these facts, however, the researchers saw a heavy preference toward electronic ordering, mainly with younger restaurant customers. Because of the growing consumer base and its increasing influence in the foodservice industry, Facebook’s ordering app might grow rapidly. I believe this new tool does have the potential to grow quickly. Restaurants want to build an online presence where most people are, and Facebook is the obvious answer. If restaurants add the convenience of Facebook ordering, it is an added advantage and an opportunity to gain more customers.

This is just one more way that Facebook is integrating into all aspects of society.