Building a Hospitality Media Brand with James Grass of Chef’s Favourite
In the latest episode of the Post Shift Podcast, I had the pleasure of sitting down with James Grass, the creative force behind Chef’s Favourite. James is redefining how we think about hospitality media, blending storytelling with community engagement to create something truly special.
From Bartender to Brand Builder
James began his career behind the bar, honing his skills and gaining an understanding of the nuances of hospitality. However, his journey took a turn when he realized that the industry needed more than just great service—it needed a platform to tell its stories. This epiphany led to the birth of Chef’s Favourite, a short-format interview series that delves into the lives of Vancouver's top chefs. Each episode starts with a simple question: “What is your favourite dish?” From there, James takes viewers into the kitchen to prepare the dish, uncovering the inspiration behind it and the chef's culinary journey.
The Power of Storytelling
What sets Chef’s Favourite apart is its commitment to authentic storytelling. James emphasizes the importance of understanding the person behind the dish, not just the recipe. By focusing on the narrative, Chef’s Favourite humanizes the culinary world, allowing viewers to connect with chefs on a deeper level.
Pivoting in a Pandemic
The idea for Chef’s Favourite was conceived during the height of the COVID-19 pandemic. With the hospitality industry facing unprecedented challenges, James saw an opportunity to support his peers and bring attention to the hardworking individuals behind the scenes. Chef’s Favourite became a beacon of positivity and resilience, showcasing the passion and dedication of Vancouver's culinary community.
Mates on Crates: A New Venture
Building on the success of Chef’s Favourite, James launched Mates on Crates, a hospitality media juggernaut that takes storytelling to the next level. Mates on Crates is more than just a platform; it's a movement that celebrates the people, places, and stories that make the hospitality industry vibrant and dynamic.
Leadership and Community
Throughout our conversation, James highlighted the importance of leadership and community in building a brand that resonates with the industry. He believes that success comes not just from creating great content but from fostering relationships and building trust within the community.