Secret Menu
Date of Foundation

Secret Menu

Revolutionizing Dining with Unique Culinary Discoveries

The Idea origin story

Launching Secret Menu is our answer to the perennial question, 'Where to eat?' Acting as your personal gastronomic guide, Secret Menu helps you discover local hidden culinary treasures tailored to your unique preferences. Just swipe to uncover a diverse range of delectable dishes near you. With each swipe, your tastes are refined, resulting in even more personalized recommendations. It's not only a dining directory but also a platform for restaurants to effortlessly showcase their offerings, creating a banquet of choices for all.

The Mission

Our vision is to solve dining indecision, assisting diners and restaurants alike, by creating a fair platform for showcasing signature dishes.


Firstly restaurants, then we will use this base to advetise to the significant demographics who either venture out for dinner, drinks etc and those who are technologically driven in food ordering

Problems we solve

Client’s problem

missing unknown places, indecision of food choice, relying on traditional google searches, restaurants who were unable to market in competition with larger organisation, time, plan fatigue

Confirmation of problem

Our solution addresses real problems by helping customers bypass traditional searches, discover hidden gems, and saving them time and decision fatigue.


PitchBob’s recommendation: Our app fills a market gap, facilitating discovery. It allows users to browse through eateries showcasing their signature dishes, optimising the pre-ordering stage.

Our technologies

This solution is based on technologies

How it works

Our AI feeds custom dish recommendations by analyzing realtime data on user tastes, menu trends and demand as more users join the platform.

Value for the client

"Secret Menu revolutionizes dining by unveiling unique culinary treasures, personalized to your taste preferences. It helps diners discover hidden local spots while providing a platform for restaurants to showcase their signature dishes."

Market and strategy

Market size



We estimate the market size for which our solution is designed in monetary terms as follows

Market share goal


% of the market

Is our goal in the next 3 years


My name’s

Jasdeep Singh

My key role in the product

My primary role as the founder is to shape our strategic roadmaps, manage operations and finances, lead our team and oversee product growth.

Team size and key members

Consider bringing on board a co-founder with complimentary skills, industry experts for advisory roles, and interns to assist in daily tasks.



Existing solutions include Zomato and Yelp, offering restaurant discovery and reviews, and Uber Eats and Deliveroo, focusing on food delivery. Secret menus are featured on platforms like Starbucks Secret Menu, highlighting niche, user-generated content

Our Advantages

With Secret Menu, restaurants can highlight hidden treasures and enhance customer experiences without sacrificing profits. As a reflection of its benefits, it was chosen for the Web Summit, demonstrating our commitment to genuine partnerships and culinary innovation.

Business model

Our revenue stems from monthly subscriptions (ranging $50-$500 for different benefits), order transaction fees, and future advertising slots.


In the last 6 months, we've finalized the Secret Menu prototype, garnered interest from investors, and integrated AI features for personalized recommendations, enhancing user experience and restaurant engagement in the evolving culinary landscape.

Upon exhausting the funds, Secret Menu will have optimized recommendation algorithms, a redesigned app with best-in-class engagement, completed integrated booking and payments. We'll also be present in top 25 global markets with over 3 million active users and $120M annual revenue.


As a pre-launch startup, we center on beta user engagement metrics such as retention rates and session durations. Simultaneously, our attention is also allocated to tracking restaurant partnership growth and secret menu listings volume for setting post-launch performance goals.


Our company incorporated in

Brisbane, Australia

Key risks

The main risks include low user adoption, intense competition from established dining and food delivery apps, difficulties in scaling across different geographic locations, securing partnerships with restaurants and potential challenges in monetization.




We raised investments

Our Investors

no investors, 0

Rising Investments



Currently, we are raising investments



Estimated pre-investment valuation of the company

We’re looking for a co-founders

I'm in search of a dynamic, innovative, and passionate co-founder to join me at Secret Menu – a startup revolutionizing the dining scene by unveiling unique culinary experiences. We are a bridge connecting food lovers to restaurants, unveiling the 'hidden' delights that go unnoticed. Our mission is to eliminate dining indecision by offering a broad range of choices appealing to all palates. What's unique about us? We have developed a technology that allows our users to swipe through the menus and match them with dishes fitting their unique taste profiles. Our AI-empowered system offers personalized recommendations by analyzing user preferences, trending dishes, and more. This innovation positions us at the forefront of the culinary discovery scene. The opportunity we see is enormous. With Australia's foodservice market expected to reach $101.68B by 2029, our conservative estimate predicts that we can capture up to 25% of this ripe and growing market. Considering the magnitude of the opportunity and the compelling value we offer, I am

Open positions

We're looking for a dynamic, passionate individual to join the Secret Menu team. With our mission to revolutionize dining and assist in discovering exclusive culinary treasures, we're seeking candidates who can contribute to this innovation. We are hiring for the position of 'Marketing Manager' who would be responsible for creating and implementing effective marketing strategies to attract both our main user bases, restaurants and diners. The perfect candidate would ideally have experience in the food tech sector, a keen eye for detail, and a passion for food and digital innovation in this growing market. They would be organised and proactive, reliable in managing marketing campaigns and have excellent negotiation skills for building partnerships with restaurants, understanding both their needs and those of an evolving customer base. If you tick all these boxes and are excited to dive into promoting Secret Menu with your creativity and strategic thinking, we would love to meet you!



Additional information

Secret Menu revolutionizes dining and drinking experiences by uncovering hidden culinary treasures, exclusive cocktails, and unique desserts, fostering a vibrant community of epicureans and venues.