At 23 years old, Otto Viteleski, Chef Otto, has already become a phenomenon of gastronomy on networks and strategic use of influence to create business. Today, the young man has a gastronomy channel with 18 million followers, more than 100 million monthly views and the plan to transform his brand into “the biggest hub of gastronomy companies that was born from the internet”.
And it all started out of necessity and improvisation. At the age of 16, to save money and visit his girlfriend who had moved to another country, Otto went out selling homemade food door to door.
“I always liked cooking. It was what I knew how to do. I started selling tomato sauce, pesto and seasoned olive oil”, he recalls. “I don’t want to be famous. I want to do the best work I can and build real businesses.”
The young entrepreneur was the new guest at Level Uppodcast presented by Roberto Indech, head of institutional relations for variable income at XP.
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First 5 million viral
Otto’s fifth video went viral and reached 5 million views. It was the birth of the Chef Otto brand.
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“My fifth video was a Ratatouille from the movie Ratatouille. And it turned out really well. I bet you’ve already wondered how the Ratatouille from the movie Ratatouille is made. The dish is simple, vegetables roasted in the oven. But the way you deliver it creates interest. It was a 30-second video that exploded. The value wasn’t in the dish but in the narrative”, he says.
For Otto, communication is a strategic tool. According to him, anything can be interesting if it is communicated in the right way. “Finance is boring. Gastronomy can be boring too. The point is to communicate so that anyone understands.”
He also cites the iconic case of jackfruit, which generated more than 25 million views.
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“Jackfruit is nothing special. But if you say it’s the most dangerous fruit in the world, it goes viral. It’s not what you talk about. It’s about as you talk”, says the entrepreneur. “A super educated person has to learn from me. And a person with little education has to understand. Good communication does that.”
business leap
Despite the meteoric rise, Otto sees a common gap in creators. He dropped out of college at the beginning, but today he is looking for courses, an MBA as a listener and high-level training.
“It takes time for entrepreneurs to understand that they need to train themselves. To compete with serious companies, you need to be technically excellent. We want to build the biggest hub of gastronomy brands that emerged from the internet. You don’t start out good. You become good. I don’t want to be famous. I want to build something big”, he concludes.
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To find out more details about Chef Otto’s story and the use of social media for business, see the full episode on Level UP. The program is available as a video on YouTube and in its podcast version on the main streaming platforms.
Level UP
Level Up is the newest program in InfoMoney. Roberto Indech, head of institutional relations for variable income at XP Inc., presents a relaxed chat with influential and relevant people in their respective niches, from different market segments, who enhance their businesses through personal social networks. Check out new episodes every Wednesday at 7pm.
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