s first pay­by­photo 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 addiction to

　　photographing food and sharing the pictures online. They

　　conducted a survey and found that more than half of the British

　　population regularly took pictures of their meals. So they

　　realized it was a better way to advertise their new dining range.

　　The pop­up diner was open in Soho, London for three

　　days in May, and is now moving to other major UK cities.

　　They serve two­course meals that customers don't have to pay

　　for, if they photo and instagram it.

　　The restaurant is a part of Birds Eye's “Food for Life” campaign，a new marketing project that aims at changing the way people look at frozen food. “Taking photos of food enables people to show off and to share their mealtime moments—from every day to the special，”said marketing director Margaret Jobling.

　　The reaction to

　　“The Picture House” has been great so far. And the pay­by­picture concept has proven to be an effective way. Alternative payment methods are actually gaining popularity among a lot of businesses. Last year, in a café in Germany customers paid by how much time they spent

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