Jump to Main ContentJump to Primary Navigation
Top

Eat a meal, pay with a photo at London restaurant

bihero1.jpg
bihero2.jpg

A new restaurant is offering diners the chance to settle their bill with a picture.

The pop-up eatery at the Ice Tank in London's Soho is a marketing gimmick launched by Birds Eye in a bid to change people's perception of frozen food.

Aptly named The Picture House, it will serve a two-course meal to people willing to load an image of their dishes onto Instagram, Twitter or Facebook with the hashtag #BirdsEyeInspirations.

"Taking photos of food enables people to show off and to share their meal time moments - from the every day to the very special," explained Birds Eye marketing director Margaret Jobling. "We wanted to tap into this trend and create a new reason for people to talk about and sample our Inspirations range."

It's not the first unconventional eatery to hit the headlines:

PAY-PER-MINUTE

Earlier this year Ziferblat opened its doors in Shoreditch with an unusual pricing system. Inspired by the success of similar models in Russia, it charges customers five pence a minute to stay in the cafe, rather than by what they purchase. It also provides complimentary snacks and tea and coffee.

PAY WHAT YOU LIKE

Restaurant Mark Greenaway in Edinburgh overcame the traditional January slump in 2012 by letting customers ditch the bill and pay what they thought their meal was worth. The initiative was intended to entice new diners and “prove that fine-dining doesn’t have to be expensive."

EAT IN THE DARK

Dans Le Noir's "blind dining" concept was born 10 years ago in Paris and is based on the idea that eating in complete darkness, with minimal knowledge of the meals being served, heightens customers' taste experience. Blind or partially sighted staff are employed to serve at the Clerkenwell venue.

EAT WITH DOGS

At The Lamppost cafe in Hebden Bridge, West Yorkshire, pooches are as important as their owners. As well as homemade human fare, there are high-end canine treats on the menu and visiting dogs are offered a bed, water and lots of attention.

EAT ON A BUS

A bus you actually want to spend time on, The Big Red serves high-end artisan pizzas on an old London Routemaster. Sitting on the edge of Greenwich and Deptford, the double-decker has been lovingly transformed by local sculptor and owner John Cierach.

Related

main-hero.jpg

London restaurants named world's best in 2014 shortlist

rexfeatures-2170613a.jpg

London's best hidden and secret bars

DDTheGun-c3.jpg

London's cosiest pubs to hide away in

dining.jpg

‘Honesty restaurant’ opens in UK

herefordhero.jpg

Where chefs eat in London

rexfeatures-430116k.jpg

How to eat in a restaurant: dating tips from the 1950s

Comments

Latest...

Flat wine bottles that fit through the letterbox are here to save 2017

At last.

by Sarah Biddlecombe
13 Jan 2017

This infographic matches wine to your favourite snacks

The best bottles for chips, popcorn, doughnuts and more

by Amy Swales
12 Jan 2017

The Creme Egg Café is back – and this time, it's touring the UK

Here's how to get in

by Amy Swales
12 Jan 2017

Vegan batch recipes to speed up your week

From veggie chilli to breakfast bars

by Amy Swales
09 Jan 2017

A restaurant dedicated entirely to avocados is opening in Amsterdam

It’s the food trend that just won't die.

by Moya Crockett
05 Jan 2017

This restaurant is launching a Marmite menu across the UK

All-day Marmite brunch (as long as you know the secret menu password...)

by Amy Swales
22 Dec 2016

All the best ways to indulge your love of gin around the UK

Safaris, festivals, teas and tours to get your juniper on

by Amy Swales
19 Dec 2016

If you liked the rainbow bagel, you'll love this festive twist

The Christmas bagel has landed

by Amy Swales
19 Dec 2016

Marshmallows and mud pies: 12 dessert beers you have to try

Pudding in a bottle

by Amy Swales
16 Dec 2016

These are the UK’s most popular takeaway dishes, city by city

What take-out joint does your hometown love the most?

by Moya Crockett
14 Dec 2016