Matthew Carver is on a patriotic mission to revive the British cheese industry, which has been in decline for a century. He began with a food truck which distributed British cheeses at festivals and other public events, then founded The Cheese Bar, a cheese-focused restaurant in London.
Now The Cheese Bar features a conveyor belt which brings cheeses around before the eyes and noses of hungry diners. Carver calls it the "Pick & Cheese." 40 meters of belt rotate, offering 25 different British cheeses. Food & Wine magazine describes how it works:
Cheese novices can choose a pre-selected cheese flight, while connoisseurs and more adventurous eaters can help themselves to a stoneware plate or two (or six, or 10) from the conveyor belt. Each plate is color-coded according to its price, which ranges from a £2.95 ($3.64) cream plate to a £6.10 ($7.54) yellow plate. (There's also an Off-Belt menu that includes the owner's signature Four Cheese Grilled Cheese Sandwich and pan-fried 'Angloumi,' their all-English take on Cypriot halloumi.)