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

Latest...

There’s a psychological reason you’re in love with Starbucks’ red cups

It’s not just because Christmas is coming

by Gemma Crisp
18 Oct 2017

Nigella Lawson says this is the next big food trend

Will this steal avocado’s crown?

by Nicola Colyer
18 Oct 2017

The UK's first permanent avocado restaurant is coming to London

It’s everything we avo wanted

by Megan Murray
18 Oct 2017

Your Starbucks Halloween Frappuccino fix is here and it’s fangtastic

Sink your teeth into this

by Megan Murray
17 Oct 2017

Hold up, there's an avocado chocolate bar – AND it’s vegan

Don't fight it

by Megan Murray
17 Oct 2017

Percy Pig has had a scary Halloween revamp (but he’s still delicious)

Percy ain’t so cute anymore

by Megan Murray
12 Oct 2017

This company wants to pay YOU to eat pizza

This is going to be a tough role to fill

by Susan Devaney
11 Oct 2017

2017’s best bar in the world is right here in the UK

And it’s a Martini glass of old-school glamour

by Amy Swales
10 Oct 2017

Lidl has launched hangover-free prosecco, and no you're not dreaming

We've just got our Sunday mornings back

by Megan Murray
10 Oct 2017

An unlimited cheese and mulled wine festival is coming to London

Will you be visiting the city’s giant cheese board this Christmas?

by Susan Devaney
09 Oct 2017