Background of Secret Recipe

Background

Secret Recipe Cakes & Cafe was founded in 1997. It has crafted its fame with the offering of an extensive and irresistible range of fine quality gourmet cakes. The brand has since evolved to become one of the fastest growing concept cafes, with more 180 outlets in the region, and is still growing.

Secret Recipe lifestyle concept café & restaurant chain, features a modern and metropolitan setting and can be found in prime urban locations and major shopping cities across the ASEAN region. Originating from Malaysia, Secret Recipe is the largest café chain to date in the country, and spreading its success across the ASEAN region, Secret Recipe is present in the metropolis of Singapore, Thailand, Indonesia, Philippines, China, and now Pakistan.The café has won numerous awards across the region for its authentic food recipes and fine quality cakes including :

1. “Best Cheesecake Award”

2. “Most Original Chocolate Award”

3. “Best Lamb Stew Award”

4. “Indonesian’s Best Restaurant Award”

5. “Singapore’s Excellent Food Award”

6. “Malaysia’s Best Local Restaurant Chain”

7. “Best Casual Dining Restaurant of The Year - Hospitality Asia Platinum Awards”

8. “Best Brand Food & Beverage Cafe - The Brand Laureate Asia Pacific”

9. “Best Restaurant Award - Philippines Tatler”

Mission

"At Secret Recipe, we continuously strive to surpass our own commitments, and to be recognized as a leader in our industry. The philosophy of practicing quality and high standards is the utmost important brand value at Secret Recipe. Our principle remains the same in giving the best satisfaction to our valued customers."

Secret Recipe's History in Malaysia

History

Secret Recipe founded in 1997 by Dato Steven Sim and started their franchising in 2000. The initial stage was to franchise to close friends and family within Malaysia. The growth of the outlets was good and Secret Recipe received many requests to franchise outside the Klang Valley like Penang and Ipoh.Throughout the years, Secret Recipe fine-tuned the franchising system because it was very important to have a strong system to control the consistency and quality of the products.

It has since evolved to become one of the fastest growing lifestyle cakes and café chain in the region with over 300 café outlets to date. Secret Recipe Cakes & Café's concept can be found in prime urban locations and shopping malls in major cities in the region including Singapore, Indonesia, Thailand, The Philippines, Brunei, China and Australia.

The Management

Secret Recipe in Kluang Mall

Franchisor Management

Secret Recipe’s franchise in Kluang Mall, Kluang was established in 2008. It is owned by the Maju Padu Holdings Sdn Bhd. Its current manager is Ms Tey Fui Kien. The franchise is run by En Shah Rizan Zulkifli as supervisor, and assisted by En Mohammad Syafik. The franchise outlet currently has 12 staffs/crews.

En Shah Rizan Zulkifli, Supervisor of Secret Recipe, Kluang Mall

Operation

The Operation

This outlet operates 365 days throughout the year from 10 am till 10 pm. With 12 staffs, it will rotate the shift as follows:

9 am - 6 pm

9 am - 10 pm

10 am - 7 pm

10 am - 10 pm

11 am - 8 pm

11 am - 10 pm

12 noon - 9 pm

12 noon - 10 pm

1 pm - 10 pm

Every staff will have their off day once a week ;)

This outlet will get their supply twice a week from Secret Recipe main supplier located in Petaling Jaya. This is to ensure their quality of their products at its best. At least once in three months, staff from Secret Recipe headquarters will conduct inspection and audit.

Experience

Experience

The Owner - Maju Padu Holding Sdn Bhd

Maju Padu Holding Sdn Bhd was established in 1988 and is the first and only company in the District of Kluang recognised by state and local authorities and agencies for its fine workmanship and prompt completion of its project. Reference to Maju Padu Holding can be found at http://majupadu.com.     

Kluang Mall is one of its project that has transformed Kluang into thriving urban neighbourhood. With its vast experience and recognition from local authorities, Kluang Mall establishment in 2008 became prove of their experience. With previous success and experience, Maju Padu Holding expand their business to open the first Secret Recipe franchise in Kluang in 2008. 

As one of the top customer choice's cafe, Secret Recipe offers varieties  

of menu to their customers.

Current promotion at Secret Recipe ;)

The initial capital to establish a Secret Recipe franchise is RM 500,000.00. Based on experience, this outlet spent around RM 80,000 - RM 90,000 per month for its supply, salary and maintenance. In order to sustain, they need to obtain at least RM 100,000.00 per month. Based on previous, this outlet able to obtain around RM 120,000.00 to RM 150,000.00 per month. This is based on RM 3,000 - RM 4,000 on normal day and more on public holiday and weekend.

Customer Survey

Customer Survey

Finally, I did some customer survey randomly to this outlet customer. Overall, the customer satisfied with the service and products offered by Secret Recipe, Kluang Mall. By offering varieties of menu and efficient service, Secret Recipe Kluang Mall can attract new customers as well to maintain their loyal customer. Below is the example of the survey form.