In order to introduce the fresh market take-out food options at Sobeys Newcastle, a pop-up restaurant was set up in Edmonton. The "kitchen surprise" involved an elaborate five-course tasting menu involving everything from cheese to chocolate desserts. The experience was branded as the opening of a chain called Fresh Market Bistro, which emphasizes quality and fresh food. Diners were easily duped into thinking that the food they were eating was gourmet, although it was revealed at the end that everything on the menu came from Sobeys Newcastle.
Since it often takes a bit of encouragement for consumers to try new things, sometimes an unexpected surprise is just what's needed to get them to step outside of their comfort zones.