In pictures: Lyle's Golden Syrup opens doors to selfie café

Lyle's unveiled its concept pop-up eatery this morning (6 October), giving consumers the chance to pay for their breakfast by taking a selfie.


Devised in collaboration with Mischief PR, the London-based Selfie Service Café will be open until Thursday (8 October) from 7.30-11.30am.

Consumers in the Covent Garden area can stop by the activation for a free breakfast of pancakes or porridge topped with the iconic golden syrup. The interior features the company’s green branding, hand-drawn chalkboard signs and vintage-style furniture and ornaments.

To ‘pay’ for their meal, they are encouraged to upload a smiling selfie to either Facebook, Twitter or Instagram using the hashtag #SmilesWithLyles. The pop-up follows on from research conducted by the brand that showed one third of Brits never smile before 9am.

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: Five brilliant breakfast brand activations

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

Squatters' rights: Is the pop-up dead?

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