THE SECRET TO SUCCESS
Alongside this main strategy, the Company has an excellent current commissary business model that ensures it has product consistency, stable production, lower costs through economies of scale, simplified operations, a smaller retail footprint and reduced rental costs; all of which make the brand extremely competitive in its various markets.
A GLOBAL PHENOMENON
Although the Company now holds a prominent position within the industry, it has emerged through the ranks from humble beginnings as an initially small bakery shop serving cakes, baked products and a selection of fusion dishes. Now Secret Recipe Cakes is a recognisable, global lifestyle café chain phenomenon.
“As of today, we are a household name, with more than 500 outlets under the Group umbrella and located across 12 different countries,” continues Dato’ Sim. “We’re showing no signs of stopping and currently the Secret Recipe brand is improving our menu to serve a wider variety of food and beverages, while also maintaining our promise to serve fine, quality cakes.
“Whether you are looking for a local favourite, fusion, western, pastries or a vegetarian dish, we hope that our customers will be able to find something to their liking on our menu and will be able to finish off their meal with the best dessert selection in the country.”
During its journey to success, the Company has won numerous awards for its exceptional products, leadership and business performance. This has included in the categories of Best Cheesecake, Outstanding Entrepreneur, Best International Lifestyle Restaurant and International Franchisor of the Year.
With such an array of accolades to its name, Secret Recipe has been able to diversify into producing a multi-brand portfolio that ranges from dessert kiosks such as Hokkaido Baked Cheese Tart, a tea-based concept named HEYCHA that caters to a younger target demographic, and westernised services such as Roast and Grill. The Company continues to grow in new restaurant concepts with Alibaba and Nyonya being the most recent and the concept is built on a favourite local, the Peranakan cuisine.
It’s Beyond Veggie restaurants catering for vegetarians and health conscious customers remain a firm favourite.
“Besides our ever-widening portfolio of restaurants and cafes, we have been able to regularly coordinate product launches to stay ahead of the industry curve,” adds Dato’ Steven. “It is important to our company roots that we retain a focus on improving our cake selections and decorations, keeping us relevant and appealing to the younger market.”
EXPANSION POTENTIAL
Over the years the Company has cemented its footprint with in Asia and especially Southeast Asia; however, recent moves are seeing it spread into new markets in New Zealand and Bangladesh.
“One of the key factors in our decision making when it comes to expansion overseas, is to find the right partner that will help with the growth of our brand within their market,” explains Dato’ Steven. “Through working together as part of a franchise partnership, we are able to identify the right regions in which our brand will be successful.”
“We are incredibly adaptable to the needs of new markets and remain aware that at times we will need to make changes to our menu, with the core essence of the brand being maintained throughout.”
The Company has been able to retain its core style with thanks to many factors, including its digital and social media presence. Through paying special attention to its audience’s consumption and media habits, as well as technological and food trend influences, Secret Recipe has stayed at the forefront of consumers’ minds throughout company alterations.
“The majority of our marketing activities are predominantly communicated through digital and social media channels in order to match the changing digital trends,” affirms Dato’ Steven. “However, for some of our specific brands we will work within the target segments to strengthen our brand proposition, engaging the customers at all times.”
