New Pay-by-Picture Restaurant Lets Patrons Pay for Their Food with Photos

By Amanda Fox

Instagram is so awash with photos of food—now a popup diner in London is taking advantage of this trend by letting people settle the bill for their meals simply by uploading photos of it to social networks.1. Instagram上充斥著各種美食照片，倫敦一家快閃餐廳都開始利用這種潮流做宣傳了!在這家餐廳里，食客們只要將食物照片上傳到社交網(wǎng)站上，就可以抵消賬單了。Instagram:一款應(yīng)用程序，可快速分享照片；awash with: 充斥著，有大量……的；pop-up: 短期經(jīng)營的；diner: 快餐店； settle the bill: 結(jié)賬。

I always thought people taking pictures of their food was kind of silly, but at this new pop-up restaurant in the UK, I’d probably do it too. “The Picture House” is the world’s first pay-by-photo 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 obsession with photographing food and sharing the pictures online.2. cash in on: 乘機(jī)利用，靠……賺錢；obsession: 癡迷。They conducted3. conduct: 進(jìn)行，實(shí)施。a survey and found out that more than half of the Brit population regularly took pictures of their meals,nine percent of them on a daily basis. Furthermore over a third of Brits (39 per cent) purposely arrange food on their plate with the intention of sharing it online, and over a third of Brits (34 per cent) take pictures of food to express their creativity.4. 不僅如此，超過三分之一的英國人(39%)會有意識地將盤中的食物擺成好看的造型，以便在網(wǎng)上分享照片；超過三分之一的英國人(34%)通過曬美食圖片來表現(xiàn)自己的創(chuàng)造力。

如今，吃飯先拍照已經(jīng)成為了吃貨們必不可少的一大習(xí)慣。此前有研究顯示，吃東西前給食物拍張照片，還會使你胃口大增哦！當(dāng)然，拍照的作用可不止這一點(diǎn)。英國一家快閃餐館就推出了營銷新策略：曬美食，免賬單！

So they realized, what better way to advertize their new dining range5. range: （同類事物的）一系列。?

The pop-up eatery was open in Soho,6. eatery: 小餐館；Soho: 蘇活區(qū)（Soho），位于英國倫敦西部的西敏市（Westminster），許多時尚酒吧和小店、高檔酒店云集于此。London for three days in May 2014, and is now moving to other major UK cities.They serve two-course meals that customers don’t have to pay for, if they snap7. snap: 便噼啪作響，這里指按動相機(jī)的快門。and Instagram it. “We wanted to tap into this social media trend and create a new reason for people to talk about and sample our inspirations range,”8. tap into: 進(jìn)入，涉足；sample: 嘗試，體驗(yàn)。said marketing director Margaret Jobling.

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. They’re focusing on how people interact9. interact: 互相影響，相互作用。and consume their meals. “Taking photos of food enables people to show off and to share their mealtime moments—from the everyday to the special,” said Jobling.

Alternate10. alternate: 可替代的。payment methods are actually gaining popularity among a lot of businesses these days. Last year, we featured this story about Slow Time, a cafe in Germany where customers pay by how much time they spend there, not by what they eat.