At Birds Eye’s pop-up restaurant in Soho you pay by taking a picture of your food

Birds Eye, the brand most famous for its hirsute fish-finger loving figurehead, Captain Birds Eye, is currently offering London diners an unusual deal: take a picture of your meal at its pop-up Soho restaurant, upload it to Instagram, and you eat for free.

Captain Birds Eye’s beard is bang-on-trend in London this summer, and it seems the company is not afraid of embracing hot modern trends.

Diners at the pop-up Picture House restaurant at the Ice Tank in Soho are simply asked to take a smartphone picture of their food and tag it #BirdsEyeinspirations.

Margaret Jobling, Birds Eye marketing director, said: “Taking photos of food enables people to show off and share their mealtime moments – from the everyday to the very special.

“We wanted to tap into this trend and create a new reason for people to talk about and sample our newest additions to the Inspiration range.” 

Only the best for the Captain’s table.

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