Lyle's to launch selfie-service breakfast café

Lyle's Golden Syrup is to host a pop-up café in London where guests can pay for their breakfast with selfies.

Guests will be able to pay for their breakfast with a smiling selfie
Guests will be able to pay for their breakfast with a smiling selfie

The brand, which is working with agency Mischief PR on the activation, claims the eatery will be the world’s first selfie-service café. The payment mechanism aims to get visitors grinning early in the morning, following research that showed one third of Brits never smile before 9am.

Guests will be able to enjoy a breakfast of porridge or pancakes topped with Lyles’ syrup, and pay for their meal by uploading a smiling selfie to Facebook, Twitter or Instagram using the hashtag #SmilesWithLyles.

Lyle’s Selfie-Service Café will open on London’s Bedford Street for three days from 6 October.

In January, the brand created a smile-activated dispenser with agencies Slice, Helix 3D and Mischief. The contraption dispensed golden syrup to anyone that smiled at it and functioned through facial recognition technology.

More: Documenting the selfie - why brands opt to include it in their activations

Squatters' rights: Is the pop-up dead?

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