Buying Boring, Scaling Smart: Petko’s Game-Changing Strategy in Food Tech

In the fast-paced world of startups, where buzzwords and flashy tech often dominate headlines, Petko, the founder and CEO of CHEFIN, is quietly rewriting the rulebook. His strategy? Acquire “boring” businesses and turn them into engines of credibility and growth.

On this episode of The Collaborative Canvas Podcast, host Ankesh Saxena sits down with Petko to uncover how a private chef marketplace platform is using unconventional yet strategic moves to scale globally—from Australia to Hong Kong, the US, and soon, France.

**From Corporate Roots to Food Tech Disruption**
Petko's journey began in the corporate world, but over the last eight years, he has carved a niche in the food tech space. His platform, CHEFIN, delivers high-end private dining experiences—think Uber Eats meets Michelin chefs. With launches in multiple global markets and plans to expand into France and Canada, CHEFIN isn’t just delivering meals; it’s serving disruption with a side of elegance.

**Why “Boring” is the New Brilliant**
What makes Petko’s approach stand out is his strategy of acquiring smaller, often overlooked local businesses—not for their revenue, but for their community roots.
> “In markets like the US and France, we struggled to build credibility despite our strong offering,” Petko shares. “But the moment we acquired a local player—even a tiny one—we unlocked immediate trust.”

Instead of waiting years to build a customer base, Petko piggybacks on the goodwill, reviews, and contracts of these small businesses. It's not always about size; it's about perception. Local Yelp reviews, Google Business ratings, and a known neighborhood address carry more weight than fancy pitch decks.

**Credibility as a Growth Lever**
Whether it’s a small catering company in Los Angeles or a defunct competitor in France with a loyal customer list, Petko sees untapped gold.
He evaluates potential acquisitions on two key metrics:
- **Enterprise value** – tangible business assets like customers, contracts, and tools
- **Credibility value** – how the business is perceived in the local ecosystem

His acquisition in Los Angeles, for example, helped CHEFIN break into a market they had been targeting for over a year.
> “One local deal gave us access to reviews, customers, and even local partnerships. That kind of social proof can’t be bought through ads.”

**Community-Rooted Wins**
Petko emphasizes how critical it is to understand the local culture and business environment. In France, for instance, customers prefer “Made in France” products and services. In the US, Yelp reviews and neighborhood visibility matter deeply. By buying local businesses, Petko not only enters markets faster but also respects the existing trust these brands have built.

And this isn’t just theory—it’s working. Petko shared how their acquisition in France will let CHEFIN hit the ground running with access to supplier databases, customer lists, and even chefs. His goal isn’t domination—it’s integration.

**Scaling with Strategy, Not Speed**
What’s particularly refreshing about Petko’s mindset is that he isn’t chasing unicorn status with VC-backed bravado. Instead, he’s methodically expanding through real demand and sustainable returns. He looks at how many high-paying restaurants exist in a city, what wages chefs demand, and what local ingredients cost before stepping in.

Markets aren’t just countries to him—they're specific cities: Manila, Jakarta, Singapore.
> “You don’t conquer a country; you win cities,” he says.

**Lessons for Future Founders**
Petko’s story is a reminder that innovation doesn’t always mean invention. Sometimes, it’s about looking where others don’t—small businesses with big local reputations—and building from there.

For founders looking to expand internationally or penetrate new markets, Petko’s message is clear: skip the noise, study the locals, and don’t underestimate the power of a boring business with a loyal customer base.