PICTURE perfect diners at a pop-up restaurant in Leeds tucked in to their meals for free this week – in exchange for posting a photo of their food online.
Around 60 visitors packed out the first pay-by-picture restaurant, called The Picture House, at Oracle in Brewery Wharf this week.
Diners were treated to meals by Bird’s Eye and were asked to snap a photo of their food and post it on social media sites using the hashtag ‘#Birdseyeinspirations’.
The Picture House was open for one night only – on June 17 – and was set up to celebrate the launch of the food company’s Inspirations range.
Birds Eye marketing director, Margaret Jobling, said: “Taking photos of food enables people to show off and to share their meal time moments – from the every day to the very special.”
She added: “We wanted to tap into this trend and create a new reason for people to talk about and sample our Inspirations range.”
The opening of the pop-up Picture House restaurant follows research by Birds Eye that revealed almost half of Leeds people regularly take photos of their meals.
Around 17 per cent of those polled take at least one snap of their meal time moments every week, with 14 per cent of Loiners admitting to not being able to go a day without snapping a picture of one of their meals.
Furthermore nearly half of Leeds residents said they purposely arrange food on their plate with the intention of sharing it online and over 42 per cent said they take pictures of food to express their creativity.
The study also showed that 24 per cent said that they are ‘obsessed’ with achieving the perfect shot of food on a plate.