Bring your hospitality brand to life with strategic & creative consulting

Hospitality Consulting

As a group of experienced Restaurant and Chef Consultants, CHEFIN provides a myriad of services. These include designing commercial kitchens, developing menus, training teams, cultivating brands, marketing, and more. We derive our expertise from working with a global network of 700 top-tier chefs, each proficient in diverse cuisines, skills, and experiences.

We cater to all corners of Australia, reaching major cities like Sydney, Melbourne, Brisbane, Adelaide, Perth, Canberra and their suburbs. This is the perfect time to boost your hospitality business towards a successful future. With our team by your side, you’ll be well-equipped to overcome the challenges of the hospitality industry. By tapping into our vast knowledge and resources, we’re committed to helping your business flourish in this competitive market.

Introducing the 'Virtual Executive Chef' service

Navigating the restaurant business can be challenging. Studies have shown that 60% of restaurants don’t survive past their first year, and a staggering 80% shut their doors within five years of opening.

The hospitality giants, however, enjoy a higher success rate. Their deep pockets allow them to invest in top-tier resources such as Executive Chefs, Food and Beverage Directors, and Restaurant Marketers. Consequently, these groups often own the most frequented dining spots.

Understanding this, we aim to level the playing field by offering what we call a “Virtual Executive Chef” service. By leveraging our extensive network of the country’s finest chefs and culinary experts, we provide access to a caliber of team typically only affordable to large hospitality groups. With our Virtual Executive Chef service, you too can harness the expertise needed to succeed in the demanding restaurant industry.

Chef portrait

HOW Virtual Executive Chef WORKS


1. Initial Insight and Assessment

Our process starts with an in-depth consultation to understand your specific needs, from menu innovation and kitchen design to financial optimization. This initial step aligns with our Growth Leaps Suite’s approach, ensuring a clear understanding of your goals and challenges, preparing the ground for a customized strategic leap.


2. Growth Leap Formulation

After understanding your unique situation, we match you with the right experts and craft a strategy that leverages our Growth Leaps Suite. Whether it’s redesigning your kitchen for efficiency, creating a compelling menu, or upgrading operational systems, we focus on identifying the strategic leaps that will most significantly benefit your restaurant.


3. Implementation

This phase is where strategies are put into action. Our team supports you in implementing the chosen strategic leaps, ensuring each aspect of the plan is executed flawlessly. It’s about turning vision into reality, with a keen eye on enhancing every facet of your restaurant through our tailored strategies.


4. Continuous Support and Evolution

Our support extends beyond implementation. We continuously monitor the effectiveness of the strategies and remain committed to your long-term success. Ready to adjust and evolve the strategy as needed, this step reflects our dedication to not just achieving but sustaining your restaurant’s growth and excellence.

Propel your business forward, one leap at a time.

Our Approach: Hospitality Growth Leaps Suite

In our commitment to driving success and innovation, we’re thrilled to present our Growth Leaps Suite approach. Each Leap is a carefully curated package of services designed to address specific challenges and opportunities in the dynamic business landscape. From revitalizing your commercial kitchen to scaling your operations for growth, these Leaps offer targeted solutions that propel your business forward. Engage with our bespoke offerings to transform your strategic vision into tangible results.

Empowering Your Success

Our Key Strengths

  • Unparalleled Access to 700+ C-Level Chef Expertise

    Our hospitality consulting arm boasts an extensive network of over 700 C-Level chefs with a wealth of experience and expertise. When you partner with us, you gain direct access to this pool of culinary visionaries, allowing you to tap into their valuable insights and industry knowledge. From fine dining to fast food establishments, our seasoned chefs offer invaluable guidance that can elevate your business to new heights.

  • Data-Driven Decision Making Process

    We believe in the power of data to drive informed and strategic decisions. Our consulting approach revolves around data analysis and market research, ensuring that every recommendation we make is backed by concrete evidence. By leveraging data-driven insights, we help you understand your target audience, identify growth opportunities, and optimize your operations for maximum efficiency and profitability.

  • Proven Solutions for Increased Margins

    At our hospitality consulting arm, we understand that achieving sustainable profitability is a top priority for your business. Our team of experts has a proven track record of delivering solutions that directly impact your margins positively. Through meticulous cost analysis, menu engineering, and operational optimization, we uncover hidden potentials that enable you to boost revenues while minimizing expenses.

  • Comprehensive Services from Concept to Execution

    We are your one-stop destination for comprehensive hospitality consulting services, offering support at every stage of your venture’s journey. From conceptualizing your business idea and creating robust business plans to executing your vision with precision, our end-to-end solutions cover all aspects of the hospitality industry. We provide strategic guidance, innovative marketing solutions, and seamless operational support to bring your dream establishment to life successfully.

Meet your team.

CHEFIN’s hospitality consulting team

Petko Petkov,
CEO & Co-Founder

Before CHEFIN, Petko’s last experience was launching a UK SX-listed company to the Australian market as Director. Before that, he helped grow the data department within a digital agency to a $5m turnover with 30% EBITDA. An entrepreneur through and through, Petko prides himself on his innovation and ability to skyrocket growth for businesses in a diverse range of industries. His speciality lies within partnership building, process development, and team management.

Sukey Xu,
Chief Experience Officer & Co-Founder

Sukey Xu Profile Photo

Sukey is a PR and marketing professional with experience in a range of organisations that communicate mainly with the international market. She is the creative glue for CHEFIN’s diverse customer target markets and helps drive engagement and brand loyalty. Her specialty is within experience creation, customer experience and service, and digital marketing.

Marek Dziok,
Chief Marketing Officer & Co-Founder

Marek is a strategic thinker with marketing & sales expertise in the development and implementation of enterprise strategies and products across Europe and the USA. With a strong entrepreneurial drive, Marek has launched and successfully exited five businesses in the past. He is an expert with marketing strategy, web assets, and brand positioning.

Roman Strul,
Chief Financial Officer

Roman has solid experience in building financial models, developing policies and procedures, anad helping companies reach their biggest possible ROI. A registered Chartered Accountant, Roman combines his finance know-how with a great passion for innovation. His specialty lies within accessing government grants, managing cashflow, startup tax concessions, and guidance throughout the capital raising process.

Winston Zhang,
Executive Chef

Winston has a strong background in fine dining, having worked in sous chef and head chef roles in lauded food institutions such as Merivale, Hyatt Regency, and Starwood Hotels & Resorts worldwide. He brings a sharp eye for quality control, innovative menu & recipe development, and an expertise at all things to do with premium, high quality food services.

Doron Shmilovits,
Chief Legal Officer

Marek is a strategic thinker with marketing & sales expertise in the development and implementation of enterprise strategies and products across Europe and the USA. With a strong entrepreneurial drive, Marek has launched and successfully exited five businesses in the past. He is an expert with marketing strategy, web assets, and brand positioning.


Access to more than 700 chefs

Rob Doll

Executive Chef
  • Location: Australia, Sydney
  • Recommendation score: 90
  • Member since: Jul-2021
Chef CARLOS MOREIRA - Private Chefs Sydney

Carlos Eduardo Moreira

Executive Chef
  • Location: Australia, New South Wales, Northern Beaches, Dee Why
  • Recommendation score: 89
  • Member since: Nov-2020

Caleb Song

Chef de Cuisine
  • Location: Australia, Sydney
  • Recommendation score: 91
  • Member since: Aug-2019
chef tom kime profile image

Tom Kime

Celebrity Chef
  • Location: Australia, Sydney
  • Recommendation score: 85
  • Member since: Mar-2018
Personal Chef HEMANT DADLANI - Sydney

Hemant Dadlani

Executive Chef
  • Location: Australia, Sydney
  • Recommendation score: 99
  • Member since: Aug-2019
chef Philip Chen portrait

Philip Chen

Celebrity Chef
  • Location: Australia, Sydney
  • Recommendation score: 92
  • Member since: Oct-2017
Private Chef Robert Morales Profile Photo

Robert Morales

Executive Chef
  • Location: Australia, Available to Fly
  • Recommendation score: 94
  • Member since: Sep-2016

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strategic consulting

700+ highly professional chefs