If there’s one thing foodies love more than a good meal, it’s one they can only get for a limited amount of time, be it from a food truck or a pop-up restaurant.

Food Network Canada is banking on this trend to promote its new show starring Bob Blumer, World’s Weirdest Restaurants. The show premieres Wednesday, April 4 at 9 p.m. on the Shaw Media channel and will be promoted with a one-day pop-up at The Drake Hotel on Monday, March 26. A similar event is also planned at the Waldorf Hotel in Vancouver on March 28, and is already sold out.

Cal Shumiatcher, partner at Paperny Entertainment, which produced the show that has Blumer visiting some of the weirdest restaurants around the world, says the idea for the promotion came from a trip with Blumer to Shumiatcher’s house in Vancouver.

“As we were driving to my place we were trying to think of what we could do to get the awareness of this new show out there,” he says. “Bob said he could set up a pop-up restaurant and cook food from it. It seemed like a ridiculous idea,  because we had no idea what it would cost. Then he had the bright idea of bringing the Drake in and it all fell together in a week.”

Shumiatcher says Shaw Media jumped on board to co-host the event because they recognize the need to get the word out on shows in new and innovative ways.

“People are aware that the TV space is getting more and more competitive each year and we think it’s a great show, but if people don’t hear about it they won’t know,” he says.