I always thought people taking pictures of their food was kind of silly, but at this new pop-up restaurant in the UK, I’d probably do it too. ‘The Picture House’ is the world’s first pay-by-photo restaurant – you order, click a photo of the food, share on Instagram and eat for free!
The restaurant belongs to frozen food giant Birds Eye, who came up with the idea to cash in on people’s obsession with photographing food and sharing the pics online. They conducted a survey and found out that more than half of the Brit population regularly took pictures of their meals, nine percent of them on a daily basis. So they realized, what better way to advertize their new dining range than with hashtags?
The pop-up eatery was open in Soho, London for three days in May, and is now moving to other major UK cities. They serve two-course meals that customers don’t have to pay for, if they snap and Instagram it. “We wanted to tap into this social media trend and create a new reason for people to talk about and sample our inspirations range,” said marketing director Margaret Jobling.