I regularly attend the cooking classes that are presented each week, called "What's For Dinner." Each class costs $10, but they give a $10 gift card at the end to spend in the store. The point of the gift card is to encourage you to buy the products to make the recipes that they present and advertise the full evening cooking classes, which cost $30-$60 depending on the amount of food and the type of class (hands-on costs more). Most of us use the $10 gift cards to pay for next week's class. A variety of personal chefs come in to demonstrate and explain the recipes: 1 from Loblaws' head office and another the guest chef brings in to compliment the head office recipe. At the end, we get to sample the food the chef prepared.
I have learned a lot about food and cooking attending these classes and it has been a lot of fun as well.
See http://pccookingschool.ca for more information on the cooking school in the Real Canadian Superstore and other Loblaws stores.