The Secret of 'Secret Recipe'

When i think of cake, Secret Recipe cheese cake immediately spark my mind. Before Secret Recipe come about, I only can think of LianBee. But nowadays, Secret Recipe I can say is my only choice when i think of cake. No doubt their cake especially cheese cake is still among the most delicious in the market. And Secret Recipe Cakes & Cafe outlet can be found almost anywhere especially Klang Valley. Not only in Malaysia, they are now expand their business gobally & venture their business in country like Singapore, Indonesia, Thailand, Philipines, China, Pakistan, Brunei & Australia. But what make them so special until become the first local Malaysian company that able to franchise worldwide & have won so many awards. Among of it are:

“ Most Competitive Company Award 2003 ”
“ Malaysia Book of Record 2003 ”
“ Superbrand of Malaysia 2003-4 ”
“ SMI Brand Builder of The Year Award 2004 ”
“ Excellent Food Award 2004 - Singapore ”
“ Product Excellence Award 2005 ”
“ Most Promising Franchisor of The Year Award 2005-6 ”
“ Malaysia Best Halal Restaurant of The Year 2005 ”
“ Most Promising Franchisor of the Year Award 2005 ”
“ SMB Brand Building Award 2005 ”
“ Best Restaurant Award 2006 - Indonesia ”
“ Golden Bull Award 2006 ”
“ Enterprise 50 Award 2006 ”
“ SMB Brand Building Award 2006 ”
“ BestBrand Food & Beverage Cafes 2006-2007 ”
“ Best Local Restaurant Chain 2006 ”
“ International Franchisor of the Year 2007 ”
“ Franchise of the Year 2007 ”
“ Homegrown Franchise of the Year Award 2007 ”
“ Best Sales Growth Award 2007 ”
“ Best Brand Food & Beverage Cafe 2007 ”
“ TOP TEAM 50 Enterprise Award 2007 ”
" Best Casual Dining Restaurant of The Year 2007/2008 ”
" Best Brand Food & Beverage Cafes 2007/2008"
" Philippine Tatler Best Restaurant 2008"
" Gold 'Global Growth Award' 2009"

When i think of why Secret Recipe Cakes & Cafe can be so successful, i could just agree that Secret Recipe have just blend everything up very well. From the branding, corporate identity, name, location, cafe interior design, the quality & standard of their service, menu that serve food that suit our taste & always come out with new recipe & of course their Award Winning Cheese Cake. "To be different from the rest they must identify the features of a brand that (can) extend beyond. These features are what makes a brand truly unique and distinctive compared with its competitors,” says Dato Steven Sim, who is the founder of Secret Recipe and also a well-known speaker at brand conferences and events. According to him, they done a lot of market research in terms of lifestyle, cultural differences, food staples and food culture.

A lot of people asking so what is the secret behind Secret Recipe. According to Dato, differentiation, innovation, adaptability, research and development, consistency, identity and brand promise are the ingredients that drive and grow the company.“We had to prove we are as good, if not better than any brand in Malaysia. We have proven that by our market presence, sustainability, consistency and awards recognition,” says Dato Steven sim.

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 in the restaurant in accordance to the regulatory guidelines. Customers can always enjoy in confidence from more than 20 types of fusion food, 40 cake creations and pastries, with a flavourful range of ice cream and beverages offered in all Secret Recipe outlets.

The company has registered an impressive double-digit growth for the past 5 years. In a short period of ten years, Secret Recipe has experienced a rapid growth of over 150 cafes throughout the region. Secret Recipe continuously strives to surpass its own accomplishments and to be recognized as a leader in the industry.

Of course i'm here not to help Secret Recipe Cakes & Cafe for advertising, but I'm here just to learn & share of someone that already have make it BIG in cafe business. Hope we all can learn from this man the SECRET of Secret Recipe.

Cheers.

Bonny
'Business Is About Passion'