Food

Eat a meal, pay with a photo at London restaurant

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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.

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