The restaurant industry is experiencing an unprecedented boom, with more people eating out than ever before. This shift is driven by changing lifestyles, rising disposable incomes and a growing desire for unique culinary experiences. Today, customers aren’t just looking for great food; They crave memorable experiences that touch all their senses. As a result, restaurants are moving beyond traditional cuisine by investing in ambiance, theme-based settings, innovative menus, and cutting-edge technologies to entice their customers.
However, this surge in demand has also given rise to a fierce competitive landscape where only the fittest survive. The pressure to stand out and consistently deliver exceptional experiences is immense. Restaurants must constantly innovate, refine their operations, and adapt to changing trends to maintain their edge. This is easier said than done in an industry where customer expectations are sky-high and making the wrong move can be costly.
This is where consultancy firms like Secret Ingredients step in to bring about change. By providing expert guidance in branding, operations, menu development and customer engagement strategies, they empower restaurants to compete, survive and thrive. Whether it’s creating a unique identity or streamlining processes, Secret Ingredient provides the tools and insight needed to not only survive but thrive in this competitive field.
Founded by industry veterans Sid Mathur and Kula Naidu, Secret Ingredients has carved a unique niche as one of India’s leading restaurant and food consulting firms. With over six years of practical experience, Sid and Kula have leveraged their expertise in restaurant running, consulting and branding to provide end-to-end solutions tailored to the needs of the dynamic F&B sector. Be it a small cloud kitchen or a luxurious five-star property, the firm’s proven track record includes collaborations with renowned names like Swiggy, Olive Group and Khyber Hotel Gulmarg.
Sid Mathur
Kula Naidu
At its core, Secret Ingredient prides itself on offering much more than just technical information. Their approach is deeply rooted in understanding each client’s individual needs, prioritizing sustainable strategies and nurturing long-term success. From concept to launch, and from menu revamp to staffing solutions, the company has played a key role in transforming businesses across various food ecosystems including hotels, malls and schools.
Sid and Kula share their journey, experiences, insights and aspirations in the candid Q&A below.
Q&A with Secret Ingredient Founders Sid Mathur and Kula Naidu
Q: Sid, what inspired you to move from private banking to a career in the F&B industry?
Sid: My love for food started early, thanks to my upbringing in London with well-travelled parents. Even during my years in banking, I found myself drawn to the culinary world, constantly discovering new restaurants and cuisines. When I came back to India the passion became undeniable. Partnering with Riyaz Amlani at Impresario Entertainment & Hospitality and running social deepened my understanding of business. However, I saw a lack of professional, structured food advice in the marketplace, which led me to set up Secret Ingredients in 2010.
Q: Kula, as someone with international roots, how has your background influenced your approach?
Kula: Growing up in Malaysia and steeped in South Indian heritage, I was exposed to diverse flavors and cuisines from an early age. This multicultural foundation has shaped my understanding of food and branding. After moving to Delhi in 2007, I explored various ventures and eventually launched Asian Haus under Foodcraft. Over time, I realized that consulting provided a more dynamic and creative platform, which led me to collaborate with Sid on Secret Ingredient. Together, we have built a firm that is based on innovation and tailored solutions.
Q: What sets Secret Ingredients apart in the competitive food consulting field?
Sid: The biggest differentiator is our holistic approach. While many consultants focus solely on kitchen operations or menu development, we address the entire spectrum of a restaurant’s needs – from branding and concept creation to operational efficiency. Furthermore, we are not just consultants; We see ourselves as an extension of our clients’ teams, truly invested in their success.
Kula: Another important factor is the breadth of our experience. We’ve worked with everything from budget-friendly cloud kitchens to ultra-luxury establishments. This versatility allows us to adapt to different scales and styles, ensuring that each project gets the individual attention it deserves.
Q: What are the challenges restaurant owners face today that Secret Ingredient aims to solve?
Sid: The restaurant industry has always been volatile. For every successful restaurant, two or three struggle to survive. Common issues include poor financial planning, inefficient employee training, and a lack of clear branding or strategy. Restaurant owners often get caught up in day-to-day operations and unable to see the bigger picture. That’s where we come in – to provide clarity, streamline processes, and increase the chances of success.
Kula: Additionally, the market has become more competitive with a younger generation of restaurant owners entering the field. They bring new ideas but often lack operational experience. We help bridge that gap, ensuring they avoid common pitfalls and make informed decisions right from the start.
Q: Can you share a memorable project that proved to be the most fulfilling?
Sid: One of the most gratifying projects was our partnership with Select CityWalk. Initially, we were tasked with creating the concept of a food court. The success of that venture led to a seven-year relationship where we eventually managed the entire mall. The trust and recognition we received through this project was incredible.
Kula: Our work with Swiggy was another extraordinary achievement. We helped them create their first brand concept and continue to collaborate on various projects. It’s exciting to work with such a visionary team and play a role in shaping the food delivery landscape.
Q: You manage your own restaurants while taking advice from others. How do you balance the two?
Kula: It’s definitely a balancing act! Running our own brands has given us invaluable insights that we bring to our consulting work. For example, opening Niko, our pan-Asian region, was a practical learning experience. This allowed us to experiment with ideas that we later implemented on client projects.
Sid: Although both aspects are beneficial, our heart lies in consulting. Helping clients succeed, especially those starting from scratch, is extremely gratifying. Seeing them grow and flourish inspires us.
Q: What does the future hold for Secret Ingredient?
Sid: We are in the growth phase, expanding our team and looking to establish a pan-India presence with regional offices. We are also exploring international opportunities to bring our expertise to global markets.
Kula: Another exciting route is to provide management services for restaurants. Many clients have great concepts but lack the operational bandwidth to maintain them. By managing their businesses, we can ensure that the time, money and effort they invest is not wasted.
Q: Any advice for budding restaurant owners?
Sid: Do thorough research and plan carefully. Passion is important, but success in this industry requires a clear strategy, efficient operations and the ability to adapt to trends.
Kula: Don’t hesitate to seek professional help. Partnering with a consultancy like ours can save you from costly mistakes and put you on the path to success much faster.
With a blend of expertise, creativity and genuine care for customer success, Secret Ingredients continues to redefine food consulting in India. Are you planning to open a restaurant or revamp your food business? You know who to contact.
