Actually that's incorrect. Chia is always more efficient than PoW, b/c in PoW everyone is constantly racing to solve every block. (i.e. find the proof) Whoever finds the proof gets the block reward and everyone else just throws away all that work for nothing and then the next race starts for the next block reward.
Contrast that with Chia, where when you are plotting you are storing your proofs in a file for later challenges. You aren't discarding that work and you can hold onto it for a long time (years). It's not until you are "farming" the plot that you start answering challenges. The challenges just translate to simple reads from disk, which are quick constant time lookups. Now it may take you a long time (or never) to find a reward for a single proof, but at least you didn't have to throw all that work away and start over.