Buy your meal in Milan with Instagram likes

Novel virtual payment in Milan restaurant.

Milan entrepreneurs Matteo and Tommaso Pittarello have come up with a novel idea to attract foodies to their chain “This is not a sushi bar”: customers can pay by showing their number of Instagram followers.

The system is simple: order your first dish and post it to Instagram, tagging the restaurant. Show the manager the post, and win the prize according to the number of your followers. From 1,000 to 5,000 will win you a new free dish; from 5,000 to 10,000 two dishes; from 10,000 to 50,000 four, from 50,000 to 100,000 eight bonus plates.  And if you rank over 100,000 followers, your whole meal will be on the house.

The concept, say the owners, is not just to attract the big spenders, but to offer a chance to eat free even to the customers with a smaller following.

As its name implies, the chain – at present numbering six outlets in Milan offering in-house, takeaway or home delivery sushis – has a totally new approach, eschewing imitation oriental setting and menu and offering instead quality sushis, freshly made on the spot in a minimalist, modern setting.

For the moment, the Instagram Star Menu is on offer at the Via Lazzaro Papi branch in the Porta Romana area.