Bring your hospitality brand to life with strategic & creative consulting

Hospitality consulting

The CHEFIN team is driven by amazing food and the connections that form around the dinner table. This passion drives us to conceptualise unique hospitality brands that spark curiosity and fuel business growth. 

Our team has been a part of some incredible food & hospitality projects, including food product strategy, restaurant development, menu creation, and ingredient development. We’ve worked with incredible chefs and food businesses from all over the globe, and we’re eager to apply what we’ve learned to help other hospitality businesses grow and thrive. 

CHEFIN’s hospitality consulting services extend to: 

Branding – We’ll take your unique concept and turn it into a strong, memorable brand. Develop your brand’s visual identity, personality, and strategy alongside our consultants to create an unforgettable brand with its own unique place in the market. 

Social media management – Speak the language of your consumers and they’ll be your biggest ambassadors. Our social media consultant services are fuelled by a deep understanding of social media strategy and trends within the hospitality industry. Give your brand visibility and exposure online, show the internet what you’ve got, and develop a strong online presence to fuel your food & hospitality brand’s growth. 

Online presence – Our consultants offer digital marketing services to make sure your brand is seen, spoken about, and has its own commanding presence online. There’s no point hiding your budding food & hospitality brand in the shadows. We’ll help you get the word out there and let it roar!

Website development & maintenance – A website is your brand’s shopfront on the internet and allows customers, clients, and investors to reach you from anyplace, anytime. Our team can consult you on how to design a website that’s optimised for a food & hospitality brand, as well as one that reflects your brand’s values and identity.  We also offer done-for-you website packages that include maintenance – so you can rest assured that your online shopfront is up, running smoothly, and doing its job to make you accessible and visible. 

Venue design & profitability modelling – We have managed a number of venues and even opened our own restaurant – so we know a thing or two about what makes a venue thrive and what hinders success. Our consulting team can help you design or remodel an on-trend venue with the right atmosphere and interiors to reflect your brand and make you stand out. We also offer profitability modelling services to make sure your cafe, restaurant, or venue is profitable and viable in the long term. 

Project management – Event planning and venue operation is a busy game that requires immaculate project management and attention to detail. If you’re struggling to manage everything from bookings to vendors to promotions, we can help you streamline your processes so things run smoothly and simply. 

Menu development – Customers are drawn to a menu that’s enticing and innovative. Work with our team to craft a food & beverage menu that perfectly balances flavours with impeccable presentation, while also being practical and profitable. CHEFIN’s private chef team have developed thousands of successful menus in a range of cuisines and restaurants. Our menu development services include: research & development of food menus, recipe development, nutritional analysis, creating a beverage program, optimising your current menu, visual menu design, calculating menu costs & creating a pricing strategy. 

Team design, management & recruitment – One of our biggest strengths is our ability to build strong, intimate, and loyal teams that are fuelled by a shared vision and passion for food & hospitality. We can help you do the same, with expert food & hospitality recruitment and team design & management consulting. Learn what makes people tick, how to boost morale, and build your own strong community of food lovers. 

Digital transformation in hospitality – Streamline your business processes, build value for customers, and innovate in all aspects of your brand with digital transformation consulting services. Our team are strong believers in the power of digital technology to fundamentally impact how your business operates and the value you deliver to your clients and customers. We’ll help you discover ways your brand can utilise the best that technology has to offer so you can thrive in the digital age.

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 is a PR and marketing professional with experience in a range of organisations that communicate mainly with the Chinese 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 Chinese 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.


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