In New York, certain restaurants now ban people from photographing their food for social media. But brands are tapping into the trend in a positive way. U.K. frozen food company Birds Eye is setting up a pop-up restaurant where diners will be able to pay for their food by taking an Instagram picture of it. The Picture House will open in London's Soho tomorrow before moving on to Manchester and Leeds. The food on offer will include two of Birds Eye's new ranges, Fish Chargrills and Chicken Inspirations. To pay, diners will only have to post a photo of their meal to Instagram using the hashtag #BirdsEyeInspirations. They can also get tutorials from food photographer and Instagrammer Marie Marte on how to take the ultimate food photo. The stunt is part of a wider campaign by Birds Eye to persuade British people to change their perceptions of frozen food.