The day has finally come when our carefully orchestrated, surreptitiously filtered photographs of our food are paying off.
A restaurant in London called The Picture House has partnered with frozen vegetable brand Birds Eye to create the most millennial-oriented social media campaign yet.
The restaurant is serving two dishes — Fish Chargrills and Chicken Inspirations — that can be bought for the price of an Instagram photo and the hashtag #BirdsEyeInspirations.
In addition, The Picture House will offer photography tips from Marie Marte Forsberg, a London-based food and lifestyle photographer.
Whether you love or hate the idea, I can’t think of a better way to capitalize on the endless food photography that’s likely going to happen whether chefs approve or not.
As Mashable points out, it’s not the first time that restaurants have turned to Instagram for marketing power. New York restaurant Comodo offered an "Instagram menu" in 2012, and Kellogg’s offered customers in Sweden the chance to pay with Instagram photos in 2013.
Karen Lo is an associate editor at The Daily Meal. Follow her on Twitter @appleplexy.