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World’s Most Irritating Pop-up Restaurant Makes Diners Pay by Instagramming Their Food

“I’m not sure what filter to use on this delightfully stupid O.J. and strudel combo.” Photo: Shutterstock

If any Londoners think that all-in-one #Dinnercam food-porn photo booth thing sounds awful, they should definitely also avoid something called Picture House, “the world’s first pay-by-picture restaurant,” which opens tomorrow in Soho. Brave customers who turn out for the pop-up, created by frozen food manufacturer Birds Eye, should plan to leave their trusty Diners Clubs card at home, because the only way to settle the bill is by Instagramming your meal, then hashtagging it #BirdsEyeInspirations.

The company’s new line of frozen “chargrilled chicken and fish” products will no doubt be heavily featured on the imminently overexposed menu, but the push on the part of food manufacturers and fast-food restaurants like KFC to enlist customers as food barkers in general is only growing. Birds Eye apparently polled Britons and found that more than half “regularly” shoot food porn, though apparently not all of them consider themselves artistes. So while the world waits for a moment where increasingly sophisticated phone cameras will ensure everyone’s taking wonderful photos, Birds Eye has thoughtfully brought on “food and lifestyle photographer and Instagrammer” Marte Marie Forsberg to offer guidance and to help diners artfully arrange their boxed chicken to get the best possible angle.

Food for the price of a photo in London restaurant stunt [London Evening Standard]

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