i.
our story
A la carte, from the beginning.
The traditional F&B consulting model in Singapore focused on end-to-end turnkey services — branding, recipe development, interior design, the works. Comprehensive, and priced accordingly. The operators who needed help most — first-timers who'd just signed a lease and had no idea what came next — were entirely underserved.
Secret Sauce was built around a different idea: that a first-time F&B entrepreneur shouldn't have to buy a full orchestra when all they need is a guide. Our model is simple — you engage the services you need, at the stage you need them, and nothing more.
Over 8 years, that model has evolved into something broader. Today we are the off-site operations team for Singapore's F&B founders — covering everything from pre-lease unit assessment through to brand launch and HR systems. The a la carte philosophy has never changed.
"Every great business has a secret sauce — a special something that makes it successful. We want to be yours."
— Cheryl Tay & Muralee Reddy • Co-Founders
BY THE NUMBERS
100
+
outlets launched
Restaurants, bars, bakeries, kiosks, and central kitchens across Singapore.
0
sfa license rejections
Every SFA submission we have made has been approved. No exceptions.
8
+
years in f&b consulting
From the first crash course in 2016 to a full off-site operations model today.
MILESTONES
2016
Created Singapore's first crash course for aspiring F&B entrepreneurs — ticketed, monthly, and consistently sold out.
2020
During the nightlife ban, conducted talks for the Singapore Nightlife Business Association — teaching bar and club operators how to pivot to F&B and remain operational.
2022
Expanded the service suite beyond licensing — adding site survey, kitchen equipment advisory, and project management as standalone offerings.
2024
Launched full Project Management service — first engagement with Loaded Jack, from lease signing to opening day, as a standalone PM client.
2025
Appointed Singapore representative for Chuka Soba Tomita — Japan's most decorated ramen brand — marking Secret Sauce's entry into franchise representation.
ii.
the founders
The wife and husband behind the sauce.
Secret Sauce is a family business in the truest sense — two people with complementary skills, a shared obsession with doing things properly, and a genuine investment in every client's success.
Muralee V Reddy
Co-Founder·Business Development & Client Success
Muralee spent his career in commercial and business development roles across multiple industries — working with organisations including NUS, NTU, and a variety of financial institutions across the region. His approach has always been consultative and client-first: understand the problem before proposing a solution, and measure success by outcomes rather than outputs.
Running his own F&B import and distribution business has given him direct experience of the operational realities that his clients face — the vendor relationships, the cash flow pressures, the unglamorous logistics of getting product from point A to point B. He brings that ground-level understanding to every Secret Sauce engagement.
As the business has grown, Muralee has led Secret Sauce's expansion into new service lines — project management, HRMS, brand launch, and franchise representation — turning a licensing specialist into a full off-site operations team.
CLIENT ADVISORY
BUSINESS DEVELOPMENT
PROJECT MANAGEMENT
FRANCHISE REPRESENTATION
CLIENT ADVISORY
Cheryl Tay
Co-Founder·F&B Licensing & Compliance
With close to a decade working hands-on with F&B businesses and 8 years consulting, Cheryl has completed projects ranging from home bakers' first brick-and-mortar stores to full-scale fine dining restaurants and late-night entertainment venues. Her knowledge of Singapore's regulatory landscape — SFA, URA, HDB, SCDF, SPF — is built from having navigated every one of these agencies, across every outlet type, more times than most consultants in the market.
In 2016, she created Singapore's first crash course for aspiring F&B entrepreneurs — a ticketed monthly event that has run consistently ever since. During the pandemic, she conducted talks for the Singapore Nightlife Business Association, helping bar and club operators pivot their businesses to F&B so they could continue operating under the nightlife ban.
Her track record on SFA licence submissions: zero rejections across every application she has made.
SFA LICENSING
URA/HDB Change of Use
UNIT ADVISORY
SPF LICENSING
PROJECT MANAGEMENT
iii.
our specialist partners
The people who make the full picture possible.
Secret Sauce's model is built on deep, exclusive partnerships with specialists who are embedded in our process — not brought in on an ad hoc basis. These are not referrals. They are part of how we deliver.
Syed Abdillah
qualified person • fire safety & Compliance
1,500+ fire safety submissions. 100% approval rate. 17 years navigating SCDF.
Syed is the Qualified Person behind every SCDF Fire Safety Certificate submission that Secret Sauce handles. With a background spanning both Civil and Mechanical Engineering, he began his career working alongside seasoned engineers on commercial developments — building the kind of practical, field-tested judgement that doesn't come from a textbook. As principal of Ace Fire Safety Consultants, he manages the full fire safety compliance process for our clients: document preparation, advisory on fire safety works, fire suppression system implementation, and FSC applications as a certified QP.
Ace Fire Safety Consultants is Secret Sauce's exclusive partner for all fire safety matters. His portfolio spans commercial developments (80%) and F&B premises (20%) — which means our clients get expertise built on Singapore's most demanding fire safety projects, applied to the comparatively contained challenge of an F&B outlet.
Marc Singh
property & Real Estate Advisory
Marc is a Singapore-based commercial real estate specialist with 15 years of experience advising brands, operators and landlords on leasing strategy. With a strong focus on F&B leasing, Marc has worked closely with restaurant groups, operators and hospitality-led concepts across the island, helping them identify the right locations, structure leases more effectively and avoid costly mistakes.
As a partner at Secret Sauce, Marc brings a practical perspective to the team’s advisory work. His role is to help F&B operators better understand the property side of their business; from site selection and lease negotiations to landlord expectations, approval processes and expansion planning.
Drawing from years of hands-on experience in the market, Marc’s approach is straightforward: help operators make smarter real estate decisions before they commit to a space.