Secret Recipe (restaurant)

Secret Recipe Cakes and Café Sdn Bhd (doing business as Secret Recipe) is a Malaysian halal-certified café chain company established since 1997. It has international branches in Singapore, Indonesia, Thailand, China, Brunei, Cambodia, Myanmar, Maldives and Bangladesh.[2] It serves cakes and fusion food in a service environment.[3]

Secret Recipe Cakes and Café Sdn Bhd
TypePrivate
IndustryCoffeehouse
Founded1997 (1997) in Kuala Lumpur, Malaysia
Headquarters
Kuala Lumpur
,
Malaysia
Key people
Tan Sri Dato' Steven Sim[1]
ProductsCakes and fuisine food
RevenueRM750million
OwnersSecret Recipe Cakes and Café Sdn Bhd
Websitewww.secretrecipe.com.my

As a leading and largest café chain in Malaysia with Halal-certification awarded by Jabatan Kemajuan Islam Malaysia (JAKIM), Secret Recipe is committed to continue to adhere to the standards of preparation of all food and processing plant in the restaurant in accordance to the regulatory guidelines including HACCP and VHM guidelines.[4]

History

Founded in 1997, the company has registered double digit growth for the past five years. On 15 February 2014, Fosun International, a Chinese investment company invested a total of RMB210.5 million ($30.7 million) in Secret Recipe, thus becoming the second largest shareholder in the company.[5]

Locations

Since its establishment, Secret Recipe has expanded to over 440 cafés throughout Asia:[6] The company opened branches in Australia,[7] but due to the high costs of starting up a franchise, the operation was ceased.[8] Secret Recipe also plans to enter the India and New Zealand markets in the future.[9][10][11]

Asia

See also

References
  1. Thean Lee Cheng (29 July 2006). "Cakes sans the guilt". The Star. Retrieved 4 April 2016.
  2. "Outlets". Secret Recipe. Retrieved 4 April 2016.
  3. Noraini Abdul Razak (24 April 2011). "Rahsia kejayaan pengasas Secret Recipe" (in Malay). Utusan Malaysia. Retrieved 4 April 2016.
  4. "Secret Recipe @ AEON MELAKA". MyFnBworld. Archived from the original on 4 April 2016. Retrieved 4 April 2016.
  5. "Fosun joins hands with Secret Recipe of Malaysia". Fosun. 15 February 2014. Archived from the original on 4 April 2016. Retrieved 4 April 2016.
  6. "About Us". Secret Recipe. Retrieved 4 April 2016.
  7. Katrina Nicholas (12 April 2010). "Secret Recipe brews plan to woo local coffee lovers". Australasian Business Intelligence  – via HighBeam (subscription required) . Archived from the original on 4 May 2016. Retrieved 4 April 2016.
  8. Cara Waters (8 February 2013). "Secret Recipe franchise collapses after investors spent $7 million in start-up costs". Smart Company Australia. Archived from the original on 4 April 2016. Retrieved 4 April 2016.
  9. Ooi Tee Ching (7 July 2006). "Secret Recipe expands to NZ, India". New Straits Times  – via HighBeam (subscription required) . Archived from the original on 5 May 2016. Retrieved 4 April 2016.
  10. "Secret Recipe to franchise in Oz". Franchise Business Australia. 20 April 2011. Archived from the original on 4 April 2016. Retrieved 4 April 2016.
  11. Eva Yeong (20 December 2011). "Secret Recipe to invest RM60m on expansion". The Sun. Archived from the original on 4 April 2016. Retrieved 4 April 2016.
  12. "Malaysian franchises quietly thriving in Indonesia". The Jakarta Post. 6 August 2012. Archived from the original on 10 June 2012. Retrieved 4 April 2016.
  13. "Fosun China gets Secret Recipe". Want China Times. Franchise Consulting. 19 February 2014. Archived from the original on 4 April 2016. Retrieved 4 April 2016.
  14. Ak Md Khairuddin Pg Harun (2 June 2015). "Authorities reassure Secret Recipe outlets meet halal standards". The Brunei Times. Archived from the original on 4 April 2016. Retrieved 4 April 2016.
  15. Stuart Alan Becker (12 April 2013). "Secret Recipe franchise has three outlets with two more in the works". Phnom Penh Post. Archived from the original on 4 April 2016. Retrieved 4 April 2016.
  16. "Malaysian Franchise Industry Making Inroads in Myanmar". New Straits Times. World Franchise Associates. 7 October 2015. Archived from the original on 4 April 2016. Retrieved 4 April 2016.
  17. "Secret Recipe Franchise opens its First outlet in Maldives". MV Hotels Online. MVHOTELS. 21 April 2016. Retrieved 19 May 2016.

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