OurStory

OurStory

Founded in 1997, Secret Recipe made its mark, renowned for its extensive range of fine quality gourmet cakes. It has since evolved to become one of the fastest growing lifestyle cakes and café chain in the region with over 440 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 Malaysia, Singapore, Indonesia, Thailand, China, Brunei, Maldives and Bangladesh.


CaféConcept and Ambience

Secret Recipe Cakes & Café offers a friendly and personalised full-service dining experience for customers and incorporates a modern contemporary and vibrant interior concept with comfort ambience, and great food. It provides a great respite for customers to enjoy good food and quality time with friends, family or associates, after a long day at work.


BrandValue

Ultimate Dining Experience like no other. Our modern lifestyle regional café
Secret Recipe promises a value lifestyle proposition of great variety and quality food at affordable prices. The uncompromising quality of food and desserts using quality ingredients, coupled with moderate pricing, has created a new lifestyle cult, comprising of a loyal base of food and cake lovers.

Recognition

 

Timeline

1998

Best Cheesecake Award 1998 By Kuala Lumpur Cakes Competition 1998

1999

Most Original Chocolate Cake Award 1999 By Kuala Lumpur Cakes Competition 1999

2000

Best Cheesecake Award 2000 By Kuala Lumpur Cakes Competition 2000

2001

Best Lamb Stew Award 2001 By Galaxie Magazine

2002

Enterprise 50 Award 2002 By Small and Medium Industries Development Corporation

2003

Malaysian Emerging Entrepreneur of the Year 2003 By Ernst & Young

Young Entrepreneur of the Year 2003 By Johnny Walker, The Peak Magazine

NPC Productivity Award 2003 By National Productivity Corporation

The 2nd Asia Pacific International/Malaysia Honesty Enterprise By The 2nd Asia Pacific International/Malaysia Honesty Enterprise

Special Award for Development of Malaysian Brand 2003 By Ministry of International Trade and Industry

Malaysia Book of Record 2003 – Largest Café Chain By The Malaysia Book of Records

SMI Recognition Award Series 2003 By Small Medium Industries Malaysia

Global Triumphant Enterprise Golden Rim Award 2003 By Chinese Enterprise Development Association

Enterprise 50 Award 2003 By Small and Medium Industries Development Corporation

Super brands Malaysia 2003/2004 By Superbrands Malaysia

2004

SMI Brand Builders Award Winner 2004 By Small Medium Industries Malaysia

7 Excellence Food Award 2004 By Ministry of the Information & the Arts Singapore

Selangor Product Brand Excellence Award 2004 By Selangor State Investment Centre

Enterprise 50 Award 2004 By Small and Medium Industries Development Corporation

Golden Bull Award 2004 By Nan Yang Siang Pau

Malaysian Emerging Brand Award 2004/2005 By Malaysian International Chamber of Commerce & Industry

BestBrand Award for the year 2004-2005 By BESTBRANDS Council

2005

SMB Recognition Award Series 2005 By Small Medium Industries Malaysia

Selangor Innovative Product Excellence Award 2005 By Selangor State Investment Centre

Emerging Franchisor 2005 By Malaysian Franchise Association

Best Western Restaurant 2005/2006 in Halal Restaurant Competition By KasehDia Halal Guides

2006

The Best Local Chain Restaurant for 2006 By KLUE MAGAZINE

Enterprise 50 Award 2006 By Small and Medium Industries Development Corporation

Certificate of Achievement 2006 By The Economist

Business Excellence Award 2006 By Malaysia Canada Business Council

Homegrown Franchisor of the Year 2006 By Malaysian Franchise Association

Best Outlet Growth 2006 By Malaysian Franchise Association

Best Local Franchisor 2006 By Malaysian Franchise Association

Best Achievement 2006 By Malaysian Franchise Association

SMB Recognition Award Series 2006 By Small Medium Industries Malaysia

1st Runner up Malaysian Entrepreneur of the Year 2006 By Ernst & Young

Best Brands Food & Beverage Cafes 2006-2007 By The Brand Laureate

2007

Industry Brand Excellence Award 2007 – Category III By Ministry of International Trade and Industry

TOP TEAM 50 Enterprise Award 2007 By Persatuan Usahawan Muda Malaysia

Brand Personality 2007 By The Brand Laureate

Best Brand Food & Beverage Cafe 2007 By The Brand Laureate

Homegrown Franchise of the Year Award 2007 By Malaysian Franchise Association

Best Sales Growth 2007 By Malaysian Franchise Association

Franchise of the Year 2007 By Malaysian Franchise Association

International Franchisor of the Year 2007 By Franchising and Licensing Association (Singapore)

Best Casual Dining Restaurant of the Year 2007/2008 By Hospitality Asia Platinum Awards (HAPA)

HAPA Entrepreneur of the Year 2007/2008 By Hospitality Asia Platinum Awards (HAPA)

2008

Industry Excellence for Franchisors 2008 By Malaysia Canada Business Council

Philippine Tatler Best Restaurant 2008 By Philippine Tatler

2009

Malaysia Branded Service Champion – Category Local Restaurant 2009 By MarkPlus Inc

Gold ‘Global Growth Award’ of the Year 2009 By Malaysian Retailer-Chain Association

2010

Entrepreneur of the Year 2010 By MRCA-8TV

The BrandLaureate-SMEs Chapter Awards – Brand Specialty Awards in Most Popular Brand 2010 By The BrandLaureate

The BrandLaureate-SMEs – Brand Leadership of the Year Award 2010 By The BrandLaureate

Homegrown Franchisor of The Year 2010 By Malaysia Franchise Association

Franchise Entrepreneur of The Year 2010 By Malaysia Franchise Association

Asean Master Class International Retail Chain 2010 By Asean Retail Chains & Franchise Federation

2011

UDC Best Brand Food & Beverage Café of The Year 2011 By Universo De’ Commercio

Gold ‘Global Growth Award’ of the Year 2011 By Malaysian Retailer-Chain Association

Innovative Leadership in Globalisation Award 2011 By Malaysian Institute of Directors (MID)

Putra Brand Awards – Special Mention (Retail-Food) 2011 By The People’s Choice Putra Brand Awards

2012

Outstanding Entrepreneurship Award By Asia Pacific Entrepreneurship Awards 2012

Star Business Awards (SOBA) 2012 – Best Brand Platinum Award By The Star

Best Cash Management Solution Malaysia – Triple A Asset Asian Awards 2012 By The Asset

Special Organisation Achievement Category 2012 By Malaysia Achievement Awards 2012

2013

Malaysia’s Top Franchise Brand Award – Food & Beverage by Top 10 of Asia Publications

Star Business Awards 2013 – Malaysian Business Of The Year Grand Winner By The Star

Star Business Awards 2013 – Best Brand Platinum Award By The Star

Star Business Awards 2013 – Best Marketing Platinum Award By The Star

Putra Brand Awards 2013 – Putra Enterprising Brand of the Year By The People’s Choice Putra Brand Awards

Putra Brand Awards 2013 – Silver (Retail – Fast Food) By The People’s Choice Putra Brand Awards

Global Innovative Personality By McMillan Woods Global Awards 2013

2014

Largest Café Chain in Malaysia By The Malaysia Guinness World Book of Records

Outstanding Entrepreneur Award 2014 By Malaysian Retailer-Chains Association

Outstanding Excellence Award 2014 By Malaysian Retailer-Chains Association

Malaysia’s Best International Lifestyle Restaurant Award 2014 By Top 10 of Asia

2015

Dynamic Personage of the Year By McMillan Woods Global Awards 2015

Best Multiple Cafes Award 2015 By Best Restaurant, Bar & Café Awards 2015

2017

Best Cake in China Award By Dianping.com and Fontera China Foodservices

Super Golden Bull 2017 By The Golden Bull Award 2017

Product Excellence Awards 2017 By Sin Chew Business Excellence Award 2017

Retail Excellence Awards 2017 By Sin Chew Business Excellence Award 2017

CIMB – Sin Chew Regional Excellence Awards By Sin Chew Business Excellence Award 2017

Superbrands Malaysia’s Choice By Superbrands Malaysia

2018

Brand of the Year Award 2018-2019 By World Branding Awards

2019

Best in Marketing Platinum Award 2018 by Star Outstanding Business Awards

Best Brand Platinum Award by Star Outstanding Business Awards