First look: Inside Quaker Oats' Shoreditch café

Food brand Quaker Oats has launched a café at The Old Truman Brewery in Shoreditch today (28 October), serving a different porridge dish every half hour.

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The Oat Café will be open for three days, from 9am - 12pm, and will close on 30 October. The porridge recipes have been devised by the Great British Bake Off's first ever winner, Edd Kimber and cook, author and founder of We Are Food, Anna Jones. 

It is the nation's first ever Instagram-driven café - the menu will change every half hour depending on which recipe is receiving the most likes on the social media platform.  The different dishes are available on Kimber's and Jones' Instagram channels, and users can 'vote' for their favourite by hitting like on the recipe they think sounds and looks the most delicious. 

Caitlin Robertshawe, brand manager of Quaker Oats, said: "Experiential marketing is something that we're moving into more and more this year. We know that porridge is becoming more and more trendy, we're seeing its popularity really grow online amongst Instagram and Facebook lovers. By opening pop-ups like this, it's really hitting our brand and our target audience." 

Guests are encouraged to share their experience with the hashtag #PorridgeSeason. The launch of the café coincides with Quaker's first ever 'Porridge Season' report, which aims to uncover the true extent of the nation's love affair with the oaty breakfast food, and will reveal 2016's top porridge trends, as well as the ways in which people will be eating their porridge this season.

Robertshawe added: "Our Instagram account was something we decided to open just one year ago, so we're very much in the infancy of that, but it's by far our biggest growth channel. Our audiences are flocking to Instagram and they want to share their delicious recipe creations with us. We get a lot of love and engagement on that channel, so it just made perfect sense to have an Instagram-driven café."

A total of 12 recipes will be created for the three-day activation, and will include dairy-free and gluten-free options. Porridge Season starts when the clocks go back (30 October) and finishes when they go forward on 26 March.

This summer, Ribena launched its 'Colouring Café' for one day in Covent Garden. British Vogue launched a pop-up café in Westfield London to celebrate its centenary.

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