Secret Recipe

Introduction

Secret Recipe is a Malaysia based multinational company that involving itself in foods and beverages business and is well known for its cheesecake. It was established in 1997 by Dato Steven Sim, and the businesses were expanded to Singapore, Thailand, China, Indonesia, Philippines, Brunei, Australia, Cambodia, and Pakistan.

In order to expand the business, Secret Recipe was giving out its franchising license and involving in joint venture cooperation. These resulted in Secret Recipe becomes one of the largest and fastest growing lifestyle café chain in Malaysia. It has over 350 outlets to date where 279 of it located in Malaysia in city areas and shopping centre.

Secret Recipe was certified with the Halal certification that recognized by Jabatan Kemajuan Islam Malaysia (JAKIM). Muslim is the majority consumers in Malaysia. Thus with the Halal certification, Secret Recipe are committed to strictly follows guidelines set in the process of preparing foods and drinks to ensure their Muslim customers to dine in comfortably in their restaurant. This action directly helps in generating a favourable profit for its company as the brand is well accepted by Malaysian.

With more than 100 types of fusion foods, cakes creation and pastry served in the outlets, Secret Recipe is providing a great range of selection for their customers. These are one of their key factors to success. Some cakes couldn't be found easily in other countries, such as durian cakes, a very special ‘Made in Malaysia' product.

Their tea time promotion is also a special highlight contributes to their revenue. Almost every Malaysian has the habit of having an afternoon tea. When we mentioned afternoon tea, a cup of coffee will normally appear in our mind with some desserts. Therefore, Secret Recipe has created this promotion that whenever a customer buys a cup of coffee, they can enjoy a 50% off at the same time for a slice of cake. It is a very good strategy that can attract the customers' attention.

Today, people are seeking for healthy and quality food. Thus, Secret Recipe was spending a huge sum of money to develop