Secret Recipe (restaurant)
| Industry | Food and beverage |
|---|---|
| Founded | 1996 |
| Headquarters | Kuala Lumpur, Malaysia |
Area served |
Malaysia Singapore Thailand Indonesia Philippines China Pakistan Australia Brunei[1] Cambodia |
Key people | Dato Steven Sim[2] |
| Products | Cakes and Fusion foods |
| Website | http://www.secretrecipe.com.my |
Secret Recipe is a lifestyle café chain in Malaysia, started in 1997. Secret Recipe has established its brand name in Malaysia, Singapore, Philippines, Australia, Indonesia, Thailand, Brunei, Pakistan and Cambodia as well. It serves cakes and fusion food(prefabricated/commercially processed) in a service environment.[3]
The company has registered double digit growth for the past five years. In a period of seven years, Secret Recipe has expanded by over 100 cafes throughout the region.[4]
Corporate news
A leading and largest café chain in Malaysia, with Halal certification awarded by Jabatan Kemajuan Islam Malaysia (JAKIM),[6] 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. Customers are offered 20 types of fusion food, 40 cake creations and pastries, with a range of ice cream and beverages.
2003
- Most Competitive Company Award
- Malaysia Book of Records
- Superbrand of Malaysia (2003–04)
2004
- SMI Brand Builder of The Year Award
- Excellent Food Award
2005
- Product Excellence Award
- Most Promising Franchiser of The Year Award (2005–06)
- Malaysia Best Halal Restaurant of The Year
- Most Promising Franchiser of the Year Award
- SMB Brand Building Award
2006
- Indonesia’s Best Restaurant Award[7]
- Golden Bull Award
- Enterprise 50 Award
- SMB Brand Building Award
- BestBrand Food & Beverage Cafes (2006–07)
- Best Local Restaurant Chain
2007
- International Franchisor of the Year
- Franchise of the Year
- Homegrown Franchise of the Year Award
- Best Sales Growth Award
- Best Brand Food & Beverage Cafe
- TOP TEAM 50 Enterprise Award
- Best Casual Dining Restaurant of The Year (2007-2008)
2008-2010
- Philippine Tatler Best Restaurant 2008* by Philippine Tatler Magazine
- Gold ‘Global Growth Award’ 2009* by Malaysian Retailer-Chains Association
- 5 Star Food Safety Awards 2010* by Manningham City Council, Australia
- Most Popular Brand* by The BrandLaureate - SME Chapter Awards 2010
- Brand Leadership of the Year 2010* by The Brand Laureate - SME Chapter Awards 2010
- Entrepreneur of the Year 2010* - MRCA 8TV Entrepreneur Awards 2010
- Asean Master Class International Retail Chain 2010* - Asean Retail Chains & Franchise Federation
- Putra Brand Awards - Special Mention: Retail-Food* - The People's Choice Putra Brand Awards 2011
2013
- Putra Brand Award-Silver Award in Retail F&B Category
See also
Notes
- ↑ Secret Recipe | Branches . Retrieved April 10, 2010.
- ↑ The Star Online. . Retrieved May 26, 2007.
- ↑ RahsiakejayaanpengasasSecretRecipe
- ↑ "A case study at Secret Recipe"
- ↑ Secret Recipe. About Us; Awards and Achievements. Retrieved May 26, 2007
- ↑ MyFnBWorld 2011
- ↑ The secret of Secret Recipe, SUCCESSFUL MALAYSIAN BRANDS, By RACHAEL KAM