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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, Philippines[2] and Bangladesh.[3] It serves cakes and fusion food in a service environment.[4][5] As a leading and largest café chain in Malaysia with Halal-certification awarded by Jabatan Kemajuan Islam Malaysia (JAKIM), Secret Recipe is committed to continuing to adhere to the standards of preparation of all food and processing plants in the restaurant following the regulatory guidelines, including HACCP and VHM guidelines.[6]

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.[7]

Locations

Since its establishment, Secret Recipe has expanded to over 440 cafés throughout Asia:[8] The company opened branches in Australia,[9] but due to the high costs of starting up a franchise, the operation was ceased.[10] Secret Recipe also plans to enter the India and New Zealand markets in the future.[11][12][13]

  • Asia
  • Malaysia (1997)
  • Singapore (1999)
  • Indonesia (2003)[14]
  • Thailand (2004)
  • China (2007)[15]
  • Brunei (2009)[16]
  • Cambodia (2013)[17]
  • Myanmar (2015)[18]
  • Maldives (2016)[19]
  • Bangladesh (2017)
  • United States (2022)
  • Philippines (2024)[20]

See also

External links

References

  1. Thean Lee Cheng. Cakes sans the guilt The Star, 29 July 2006, retrieved 4 April 2016^
  2. https://www.philstar.com/lifestyle/food-and-leisure/2024/03/18/2341474/malaysias-secret-recipe-opens-1st-philippine-restaurant/amp/^
  3. Outlets Secret Recipe, retrieved 4 April 2016^
  4. Noraini Abdul Razak. Rahsia kejayaan pengasas Secret Recipe Utusan Malaysia, 24 April 2011, retrieved 4 April 2016^
  5. Sarkan Peter. Henlaewhiw.com retrieved 26 June 2022^
  6. Secret Recipe @ AEON MELAKA MyFnBworld, retrieved 4 April 2016^
  7. Fosun joins hands with Secret Recipe of Malaysia Fosun, 15 February 2014, retrieved 4 April 2016^
  8. About Us Secret Recipe, retrieved 4 April 2016^
  9. Katrina Nicholas. Secret Recipe brews plan to woo local coffee lovers Australasian Business Intelligence, 12 April 2010, retrieved 4 April 2016^
  10. Cara Waters. Secret Recipe franchise collapses after investors spent $7 million in start-up costs Smart Company Australia, 8 February 2013, retrieved 4 April 2016^
  11. Ooi Tee Ching. Secret Recipe expands to NZ, India New Straits Times, 7 July 2006, retrieved 4 April 2016^
  12. Secret Recipe to franchise in Oz Franchise Business Australia, 20 April 2011, retrieved 4 April 2016^
  13. Eva Yeong. Secret Recipe to invest RM60m on expansion The Sun, 20 December 2011, retrieved 4 April 2016^
  14. Malaysian franchises quietly thriving in Indonesia The Jakarta Post, 6 August 2012, retrieved 4 April 2016^
  15. Fosun China gets Secret Recipe Want China Times, Franchise Consulting, 19 February 2014, retrieved 4 April 2016^
  16. Ak Md Khairuddin Pg Harun. Authorities reassure Secret Recipe outlets meet halal standards The Brunei Times, 2 June 2015, retrieved 4 April 2016^
  17. Stuart Alan Becker. Secret Recipe franchise has three outlets with two more in the works Phnom Penh Post, 12 April 2013, retrieved 4 April 2016^
  18. Malaysian Franchise Industry Making Inroads in Myanmar New Straits Times, World Franchise Associates, 7 October 2015, retrieved 4 April 2016^
  19. Secret Recipe Franchise opens its First outlet in Maldives MV Hotels Online, MVHOTELS, 21 April 2016, retrieved 19 May 2016^
  20. Deni Rose Afinidad-Bernardo. Malaysia’s Secret Recipe opens 1st Philippine restaurant philstar.com, March 18, 2024, retrieved January 3, 2025^