Page 2 - Getting the Secret Recipe Right

1.0 COMPANY PROFILE

SECRET RECIPE CAKES & CAFE SDN. BHD. is the popular and largest lifestyle café chain in
Malaysia with Halal certification awarded by Jabatan Kemajuan Islam Malaysia (JAKIM)4, has
been expanding their franchise into an internationally recognized brand since 1997. Secret
Recipe empire is founded by, Dato’ Steven Sim, where his first outlet in SS2 Petaling Jaya
started together with his three nephews (who are bakers)2.

The Chief Executive Officer and Managing Director of Secret Recipe have various of job
experiences before and passion for brand building2, with creative and unique ideas. Datuk
Steven willing to take the risk to venture into Food & Beverages (F&B) group when he
identified the golden opportunity lacking in the industry.

“Something is missing in our food industry1.
We have fine dining at the hotel, yet normal
dining at the restaurant is so simple and less
hygienic. There's no casual dining where we
can enjoy our meals in a fascinating
environment at an affordable price.” said

Dato’ Steven in explaining his café concept..

At first opening of their outlet in SS2 Petaling
Jaya, they are having constraints in doing
marketing activities due to limited resources1.
Therefore, Dato’ Steven himself distribute
flyers with bare foots and giving free coffee to
whoever visit his café and surprisingly his trick
works.

Customers begin to try the cakes together with
the free coffee. Secret Recipe begin to make
his mark to the world when they join yearly
cheesecake competition by sending their
regular cheesecake, and astoundingly won
Grand Champion1. Thereafter, that company
received multiples of award.

Today, Secret Recipe has grown to more than 440-plus café outlets3, company owns and
franchises nationwide. It can be found in prime urban locations and shopping malls in major
cities3 in the region including Malaysia, Singapore, Indonesia, China, Maldives, Thailand and
several other countries.

This international F&B group has seven other brands including Secret Recipe, Beyond Veggie
by Secret Recipe, Hokkaido Baked Cheese Tart, Hey Cha, Red Lobster Roast & Grill, Alibaba and
Nyonya under its wing5. Majority of the brands were conceived internally, with the last two
introduced in 2018, except for Red Lobster5.

01 Geting the Secret Recipe right