Article by Anisha Dhiman, Regina Leader-Post
Fear Of Missing Out, popularly known as FOMO, can be a powerful tool when it comes to branding and advertising. In an article by Business Insider, exclusivity can often be key to driving consumer behaviour.
On September 15, FOMO made us hop on a bus, make it two if you happened to take it from Toronto, and travel all the way to Pickering for an exclusive three-course cannabis-infused meal.
In an invite-only, private pop-up event hosted by Rebel Chef Series, an upscale vegetarian dinner party was hosted at a reputable 65-year-old club in Pickering. Being invited to these events is no easy task, connections are must; the location, for safety and privacy reasons, is often communicated at the eleventh hour.
Rebel Chef Series was founded by a group of four friends, who’ve known each other since high school, and combines their common passion for cooking and cannabis. “It’s a team effort, we all have day jobs, and that’s how we manage to pull it off every single time,” said Sean, co-founder. Feeding into the mysterious, exclusive nature of the event, the names or even the types of strains used in the meals were kept confidential. “We need to keep something secret,” said Sean jokingly. “Our main goal is to show people that cannabis can be used in every type of cooking and is not restricted to your usual cannabis-infused butter and cookies,” he added.
It can be challenging to find venues in Toronto that allow cannabis consumption onsite. But once the team was able to demonstrate the professional level at which they can operate, options started popping up.
“Our first-ever party was in Pickering, different location, with close to 30 people, mostly friends and family, in attendance. From there, the word started spreading and the membership grew organically,” said Sean. On this night, one that came with an entry fee of $50, there were 80 people, the largest crowd Rebel Chef Series has ever seen since its inception in 2017.