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 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.


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

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

2019

Best Brand Platinum Award by Star Outstanding Business Awards

Best in Marketing Platinum Award 2018 by Star Outstanding Business Awards

2018

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

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

2015

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

Dynamic Personage of the Year By McMillan Woods Global Awards 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

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

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

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

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

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

2008

Philippine Tatler Best Restaurant 2008 By Philippine Tatler

Industry Excellence for Franchisors 2008 By Malaysia Canada Business Council

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

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

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

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

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

2002

Enterprise 50 Award 2002 By Small and Medium Industries Development Corporation

2001

Best Lamb Stew Award 2001 By Galaxie Magazine

2000

Best Cheesecake Award 2000 By Kuala Lumpur Cakes Competition 2000

1999

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

1998

Best Cheesecake Award 1998 By Kuala Lumpur Cakes Competition 1998