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Americans Love Ordering Pizza on Facebook

  • TGI Fridays is letting customers pay bill with Amazon accounts
  • Largest U.S. pizza chains are locked in game of oneupmanship
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Photographer: Carissa Gan

The cutthroat U.S. restaurant industry is getting increasingly aggressive about technology, enlisting Facebook Inc. and Amazon.com Inc. in their race to make it easier for customers to order and pay for their 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 chat bots, voice-activated devices and social networks.