Excerpt from this article:
This week, a pop-up restaurant in London made paying a snap, literally, by allowing customers to settle their bills with Instagram shots of their meals.
Of course it was part of an ad campaign, for freezer veggie brand Birds Eye, and folks ate for free at The Picture House if they included the #BirdsEyeInspirations hashtag with their uploads to help promote a new line of frozen entrees. A professional food photographer was on hand to provide Instagram tutorials and filter out unappetizing images.
The brand’s trying to leverage the current mania for sharing food pix online. Apparently, 40 percent of Brits “arrange” food on their plates for this purpose.