Our Story

Founded in 1997, 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 380 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, Brunei, Maldives and Bangladesh.

café CONCEPT 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.

brand VALUE

“Ultimate Dining Experience Like No Other.
Our Modern Lifestyle Regional cafe”

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.

Secret Recipe Recognition

  • MRCA International Exponential Growth Award 2020
  • Most Outstanding Malaysian Brand 2019 By Branding Association Of Malaysia
  • Best Innovation Silver Award By Star Outstanding Business Awards
  • Best In CSR Silver Award By Star Outstanding Business Awards
  • Best Green Initiative Gold Award By Star Outstanding Business Awards
  • Best In Marketing Platinum Award By Star Outstanding Business Awards
  • Best Brand Platinum Award By Star Outstanding Business Awards
  • Malaysian Business Of The Year Grand Winner By Star Outstanding Business Awards

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2020

  • MRCA International Exponential Growth Award 2020
  • Most Outstanding Malaysian Brand 2019 By Branding Association Of Malaysia
  • Best Innovation Silver Award By Star Outstanding Business Awards
  • Best In CSR Silver Award By Star Outstanding Business Awards
  • Best Green Initiative Gold Award By Star Outstanding Business Awards
  • Best In Marketing Platinum Award By Star Outstanding Business Awards
  • Best Brand Platinum Award By Star Outstanding Business Awards
  • Malaysian Business Of The Year Grand Winner By Star Outstanding Business Awards

2020

2019

  • Best Brand Platinum Award By Star Outstanding Business Awards
  • Best In Marketing Platinum Award 2018 By Star Outstanding Business Awards
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2019

  • Best Brand Platinum Award By Star Outstanding Business Awards
  • Best In Marketing Platinum Award 2018 By Star Outstanding Business Awards

  • Brand Of The Year Award 2018-2019 By World Branding Awards

2018

2017

  • Superbrands Malaysia’s Choice By Superbrands Malaysia
  • CIMB – Sin Chew Regional Excellence Awards By Sin Chew Business Excellence Award 2017
  • Retail Excellence Awards 2017 By Sin Chew Business Excellence Award 2017
  • Product Excellence Awards 2017 By Sin Chew Business Excellence Award 2017
  • Super Golden Bull 2017 By The Golden Bull Award 2017
  • Best Cake In China Award By Dianping.Com And Fontera China Foodservices
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2017

  • Superbrands Malaysia’s Choice By Superbrands Malaysia
  • CIMB – Sin Chew Regional Excellence Awards By Sin Chew Business Excellence Award 2017
  • Retail Excellence Awards 2017 By Sin Chew Business Excellence Award 2017
  • Product Excellence Awards 2017 By Sin Chew Business Excellence Award 2017
  • Super Golden Bull 2017 By The Golden Bull Award 2017
  • Best Cake In China Award By Dianping.Com And Fontera China Foodservices

  • Best Multiple Cafes Award 2015 By Best Restaurant, Bar & Café Awards 2015
  • Dynamic Personage Of The Year By McMillan Woods Global Awards 2015
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2015

  • Best Multiple Cafes Award 2015 By Best Restaurant, Bar & Café Awards 2015
  • Dynamic Personage Of The Year By McMillan Woods Global Awards 2015

2015

2014

  • Malaysia’s Best International Lifestyle Restaurant Award 2014 By Top 10 Of Asia
  • Outstanding Excellence Award 2014 By Malaysian Retailer-Chains Association
  • Outstanding Entrepreneur Award 2014 By Malaysian Retailer-Chains Association
  • Largest Café Chain In Malaysia By The Malaysia Guinness World Book Of Records
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2014

  • Malaysia’s Best International Lifestyle Restaurant Award 2014 By Top 10 Of Asia
  • Outstanding Excellence Award 2014 By Malaysian Retailer-Chains Association
  • Outstanding Entrepreneur Award 2014 By Malaysian Retailer-Chains Association
  • Largest Café Chain In Malaysia By The Malaysia Guinness World Book Of Records

  • Global Innovative Personality By McMillan Woods Global Awards 2013
  • Putra Brand Awards 2013 – Silver (Retail – Fast Food) By The People’s Choice Putra Brand Awards
  • Putra Brand Awards 2013 – Putra Enterprising Brand Of The Year By The People’s Choice Putra Brand Awards
  • Star Business Awards 2013 – Best Marketing Platinum Award By The Star
  • Star Business Awards 2013 – Best Brand Platinum Award By The Star
  • Star Business Awards 2013 – Malaysian Business Of The Year Grand Winner By The Star
  • Malaysia’s Top Franchise Brand Award – Food & Beverage By Top 10 Of Asia Publications
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2013

  • Global Innovative Personality By McMillan Woods Global Awards 2013
  • Putra Brand Awards 2013 – Silver (Retail – Fast Food) By The People’s Choice Putra Brand Awards
  • Putra Brand Awards 2013 – Putra Enterprising Brand Of The Year By The People’s Choice Putra Brand Awards
  • Star Business Awards 2013 – Best Marketing Platinum Award By The Star
  • Star Business Awards 2013 – Best Brand Platinum Award By The Star
  • Star Business Awards 2013 – Malaysian Business Of The Year Grand Winner By The Star
  • Malaysia’s Top Franchise Brand Award – Food & Beverage By Top 10 Of Asia Publications

2013

2012

  • Special Organisation Achievement Category 2012 By Malaysia Achievement Awards 2012
  • Best Cash Management Solution Malaysia – Triple A Asset Asian Awards 2012 By The Asset
  • Star Business Awards (SOBA) 2012 – Best Brand Platinum Award By The Star
  • Outstanding Entrepreneurship Award By Asia Pacific Entrepreneurship Awards 2012
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2012

  • Special Organisation Achievement Category 2012 By Malaysia Achievement Awards 2012
  • Best Cash Management Solution Malaysia – Triple A Asset Asian Awards 2012 By The Asset
  • Star Business Awards (SOBA) 2012 – Best Brand Platinum Award By The Star
  • Outstanding Entrepreneurship Award By Asia Pacific Entrepreneurship Awards 2012

  • Putra Brand Awards – Special Mention (Retail-Food) 2011 By The People’s Choice Putra Brand Awards
  • Innovative Leadership In Globalisation Award 2011 By Malaysian Institute Of Directors (MID)
  • Gold ‘Global Growth Award’ Of The Year 2011 By Malaysian Retailer-Chain Association
  • UDC Best Brand Food & Beverage Café Of The Year 2011 By Universo De’ Commercio
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2011

  • Putra Brand Awards – Special Mention (Retail-Food) 2011 By The People’s Choice Putra Brand Awards
  • Innovative Leadership In Globalisation Award 2011 By Malaysian Institute Of Directors (MID)
  • Gold ‘Global Growth Award’ Of The Year 2011 By Malaysian Retailer-Chain Association
  • UDC Best Brand Food & Beverage Café Of The Year 2011 By Universo De’ Commercio

2011

2010

  • Asean Master Class International Retail Chain 2010 By Asean Retail Chains & Franchise Federation
  • Franchise Entrepreneur Of The Year 2010 By Malaysia Franchise Association
  • Homegrown Franchisor Of The Year 2010 By Malaysia Franchise Association
  • The BrandLaureate-SMEs – Brand Leadership Of The Year Award 2010 By The BrandLaureate
  • The BrandLaureate-SMEs Chapter Awards – Brand Specialty Awards In Most Popular Brand 2010 By The BrandLaureate
  • Entrepreneur Of The Year 2010 By MRCA-8TV

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2010

  • Asean Master Class International Retail Chain 2010 By Asean Retail Chains & Franchise Federation
  • Franchise Entrepreneur Of The Year 2010 By Malaysia Franchise Association
  • Homegrown Franchisor Of The Year 2010 By Malaysia Franchise Association
  • The BrandLaureate-SMEs – Brand Leadership Of The Year Award 2010 By The BrandLaureate
  • The BrandLaureate-SMEs Chapter Awards – Brand Specialty Awards In Most Popular Brand 2010 By The BrandLaureate
  • Entrepreneur Of The Year 2010 By MRCA-8TV

  • Gold ‘Global Growth Award’ Of The Year 2009 By Malaysian Retailer-Chain Association
  • Malaysia Branded Service Champion – Category Local Restaurant 2009 By MarkPlus Inc
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2009

  • Gold ‘Global Growth Award’ Of The Year 2009 By Malaysian Retailer-Chain Association
  • Malaysia Branded Service Champion – Category Local Restaurant 2009 By MarkPlus Inc

2009

2008

  • Philippine Tatler Best Restaurant 2008 By Philippine Tatler
  • Industry Excellence For Franchisors 2008 By Malaysia Canada Business Council
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2008

  • Philippine Tatler Best Restaurant 2008 By Philippine Tatler
  • Industry Excellence For Franchisors 2008 By Malaysia Canada Business Council

  • HAPA Entrepreneur Of The Year 2007/2008 By Hospitality Asia Platinum Awards (HAPA)
  • Best Casual Dining Restaurant Of The Year 2007/2008 By Hospitality Asia Platinum Awards (HAPA)
  • International Franchisor Of The Year 2007 By Franchising And Licensing Association (Singapore)
  • Franchise Of The Year 2007 By Malaysian Franchise Association
  • Best Sales Growth 2007 By Malaysian Franchise Association
  • Homegrown Franchise Of The Year Award 2007 By Malaysian Franchise Association
  • Best Brand Food & Beverage Cafe 2007 By The Brand Laureate
  • Brand Personality 2007 By The Brand Laureate
  • TOP TEAM 50 Enterprise Award 2007 By Persatuan Usahawan Muda Malaysia
  • Industry Brand Excellence Award 2007 – Category III By Ministry Of International Trade And Industry
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2007

  • HAPA Entrepreneur Of The Year 2007/2008 By Hospitality Asia Platinum Awards (HAPA)
  • Best Casual Dining Restaurant Of The Year 2007/2008 By Hospitality Asia Platinum Awards (HAPA)
  • International Franchisor Of The Year 2007 By Franchising And Licensing Association (Singapore)
  • Franchise Of The Year 2007 By Malaysian Franchise Association
  • Best Sales Growth 2007 By Malaysian Franchise Association
  • Homegrown Franchise Of The Year Award 2007 By Malaysian Franchise Association
  • Best Brand Food & Beverage Cafe 2007 By The Brand Laureate
  • Brand Personality 2007 By The Brand Laureate
  • TOP TEAM 50 Enterprise Award 2007 By Persatuan Usahawan Muda Malaysia
  • Industry Brand Excellence Award 2007 – Category III By Ministry Of International Trade And Industry

2007

2006

  • Best Brands Food & Beverage Cafes 2006-2007 By The Brand Laureate
  • 1st Runner Up Malaysian Entrepreneur Of The Year 2006 By Ernst & Young
  • SMB Recognition Award Series 2006 By Small Medium Industries Malaysia
  • Best Achievement 2006 By Malaysian Franchise Association
  • Best Local Franchisor 2006 By Malaysian Franchise Association
  • Best Outlet Growth 2006 By Malaysian Franchise Association
  • Homegrown Franchisor Of The Year 2006 By Malaysian Franchise Association
  • Business Excellence Award 2006 By Malaysia Canada Business Council
  • Certificate Of Achievement 2006 By The Economist
  • Enterprise 50 Award 2006 By Small And Medium Industries Development Corporation
  • The Best Local Chain Restaurant For 2006 By KLUE MAGAZINE
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2006

  • Best Brands Food & Beverage Cafes 2006-2007 By The Brand Laureate
  • 1st Runner Up Malaysian Entrepreneur Of The Year 2006 By Ernst & Young
  • SMB Recognition Award Series 2006 By Small Medium Industries Malaysia
  • Best Achievement 2006 By Malaysian Franchise Association
  • Best Local Franchisor 2006 By Malaysian Franchise Association
  • Best Outlet Growth 2006 By Malaysian Franchise Association
  • Homegrown Franchisor Of The Year 2006 By Malaysian Franchise Association
  • Business Excellence Award 2006 By Malaysia Canada Business Council
  • Certificate Of Achievement 2006 By The Economist
  • Enterprise 50 Award 2006 By Small And Medium Industries Development Corporation
  • The Best Local Chain Restaurant For 2006 By KLUE MAGAZINE

  • Best Western Restaurant 2005/2006 In Halal Restaurant Competition By KasehDia Halal Guides
  • Emerging Franchisor 2005 By Malaysian Franchise Association
  • Selangor Innovative Product Excellence Award 2005 By Selangor State Investment Centre
  • SMB Recognition Award Series 2005 By Small Medium Industries Malaysia
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2005

  • Best Western Restaurant 2005/2006 In Halal Restaurant Competition By KasehDia Halal Guides
  • Emerging Franchisor 2005 By Malaysian Franchise Association
  • Selangor Innovative Product Excellence Award 2005 By Selangor State Investment Centre
  • SMB Recognition Award Series 2005 By Small Medium Industries Malaysia

2005

2004

  • BestBrand Award For The Year 2004-2005 By BESTBRANDS Council
  • Malaysian Emerging Brand Award 2004/2005 By Malaysian International Chamber Of Commerce & Industry
  • Golden Bull Award 2004 By Nan Yang Siang Pau
  • Enterprise 50 Award 2004 By Small And Medium Industries Development Corporation
  • Selangor Product Brand Excellence Award 2004 By Selangor State Investment Centre
  • 7 Excellence Food Award 2004 By Ministry Of The Information & The Arts Singapore
  • SMI Brand Builders Award Winner 2004 By Small Medium Industries Malaysia
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2004

  • BestBrand Award For The Year 2004-2005 By BESTBRANDS Council
  • Malaysian Emerging Brand Award 2004/2005 By Malaysian International Chamber Of Commerce & Industry
  • Golden Bull Award 2004 By Nan Yang Siang Pau
  • Enterprise 50 Award 2004 By Small And Medium Industries Development Corporation
  • Selangor Product Brand Excellence Award 2004 By Selangor State Investment Centre
  • 7 Excellence Food Award 2004 By Ministry Of The Information & The Arts Singapore
  • SMI Brand Builders Award Winner 2004 By Small Medium Industries Malaysia

  • Super Brands Malaysia 2003/2004 By Superbrands Malaysia
  • Enterprise 50 Award 2003 By Small And Medium Industries Development Corporation
  • Global Triumphant Enterprise Golden Rim Award 2003 By Chinese Enterprise Development Association
  • SMI Recognition Award Series 2003 By Small Medium Industries Malaysia
  • Malaysia Book Of Record 2003 – Largest Café Chain By The Malaysia Book Of Records
  • Special Award For Development Of Malaysian Brand 2003 By Ministry Of International Trade And Industry
  • The 2nd Asia Pacific International/Malaysia Honesty Enterprise By The 2nd Asia Pacific International/Malaysia Honesty Enterprise
  • NPC Productivity Award 2003 By National Productivity Corporation
  • Young Entrepreneur Of The Year 2003 By Johnny Walker, The Peak Magazine
  • Malaysian Emerging Entrepreneur Of The Year 2003 By Ernst & Young
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2003

  • Super Brands Malaysia 2003/2004 By Superbrands Malaysia
  • Enterprise 50 Award 2003 By Small And Medium Industries Development Corporation
  • Global Triumphant Enterprise Golden Rim Award 2003 By Chinese Enterprise Development Association
  • SMI Recognition Award Series 2003 By Small Medium Industries Malaysia
  • Malaysia Book Of Record 2003 – Largest Café Chain By The Malaysia Book Of Records
  • Special Award For Development Of Malaysian Brand 2003 By Ministry Of International Trade And Industry
  • The 2nd Asia Pacific International/Malaysia Honesty Enterprise By The 2nd Asia Pacific International/Malaysia Honesty Enterprise
  • NPC Productivity Award 2003 By National Productivity Corporation
  • Young Entrepreneur Of The Year 2003 By Johnny Walker, The Peak Magazine
  • Malaysian Emerging Entrepreneur Of The Year 2003 By Ernst & Young

2003

2002

  • Enterprise 50 Award 2002 By Small And Medium Industries Development Corporation

  • Best Lamb Stew Award 2001 By Galaxie Magazine

2001

2000

  • Best Cheesecake Award 2000 By Kuala Lumpur Cakes Competition 2000

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

1999

1998

  • Best Cheesecake Award 1998 By Kuala Lumpur Cakes Competition 1998