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上充斥着各种美食照片，伦敦一家快闪餐厅都开始利用这种潮流做宣传了!在这家餐厅里，食客们只要将食物照片上传到社交网站上，就可以抵消账单了。Instagram:一款应用程序，可快速分享照片；awash with: 充斥着，有大量……的；pop-up: 短期经营的；diner: 快餐店； settle the bill: 结账。

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: 乘机利用，靠……赚钱；obsession: 痴迷。They conducted3. conduct: 进行，实施。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. 不仅如此，超过三分之一的英国人(39%)会有意识地将盘中的食物摆成好看的造型，以便在网上分享照片；超过三分之一的英国人(34%)通过晒美食图片来表现自己的创造力。

如今，吃饭先拍照已经成为了吃货们必不可少的一大习惯。此前有研究显示，吃东西前给食物拍张照片，还会使你胃口大增哦！当然，拍照的作用可不止这一点。英国一家快闪餐馆就推出了营销新策略：晒美食，免账单！

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

The pop-up eatery was open in Soho,6. eatery: 小餐馆；Soho: 苏活区（Soho），位于英国伦敦西部的西敏市（Westminster），许多时尚酒吧和小店、高档酒店云集于此。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: 便噼啪作响，这里指按动相机的快门。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: 进入，涉足；sample: 尝试，体验。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: 互相影响，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.