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ABOUT US
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 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, Kuala Lumpur, Jakarta, Bangkok, Manila, Brunei, Shanghai. BRAND VALUE AND CULTURE
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, compromising of a loyal base of food and cake lovers. 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.

Secret Recipe a popular lifestyle café chain, has become a household name following its debut in 1997. Secret Recipe has successfully established its brand name in Malaysia, Singapore, Indonesia, Thailand, China, Philippines, Brunei, and Australia by virtue of its fine quality cakes, fusion food and distinctive service.

A leading and largest café chain in Malaysia, with Halal certification awarded by Jabatan Kemajuan Islam Malaysia (JAKIM),[6] Secret Recipe is committed to continue to adhere to the standards of preparation of all food and processing plant in the restaurant in accordance to the regulatory guidelines including HACCP and VHM guidelines. Customers can always enjoy in confidence from more than 20 types of fusion food, 40 cake creations and pastries, with a flavourful range of ice cream and beverages offered in all Secret Recipe outlets.

In a short period of thirteen years, Secret Recipe has experienced a rapid growth of over 250 cafes throughout the region. Secret Recipe continuously strives to surpass its own accomplishments and to be recognized as a leader in the industry.

Secret Recipe opened its first café outlet in 1998. It has outlets in Singapore, Indonesia, Indonesia, Thailand, Brunei, China, Philippines, Pakistan and even Australia. Datuk Steven Sim Leong Thun founded Secret Recipe Cakes & Café and Modern Mum in 1998 and successfully transformed a small family business into a market leader within a short period of time. He has a retail growth with more than 50 cafés in the country.

ORGANIZATION OBJECTIVE To provide the best and highest satisfaction to all its valued customers
ORGANIZATION MISSION
Globalizing Secret Recipe into international market and becoming the best cakeshop cum café in the world
ORGANIZATION VISION
To achieve two hundred and fifty 250 outlets by the year 2015

qualifiers that we believed attached to theSecret Recipe;1. To provide utmost service for customer satisfaction.2. To provide wide selection of cakes, pastries and their other products.3. To provide foods in fast or minimal period of time.4. To provide quality, presentable and healthy foods and beverages.5. Product offered is affordable and competitive.6. Offering accessibility with option of dining in or take out

Secret Recipe, a lifestyle café chain, has become a household name following its debut in Malaysia since 1997. Secret Recipe has successfully established its brand name in Malaysia, Singapore, Indonesia, Thailand, China and the Philippines by virtue of its fine quality cakes, fusion food and distinctive service . In line with our rapid business expansion, we offer exciting opportunities, complete with rewarding remuneration, for innovative, diligent and creative individuals to join our team.

Secret Recipe a popular lifestyle café chain, has become a household name following its debut in 1997. Secret Recipe has successfully established its brand name in Malaysia, Singapore, Indonesia, Thailand, China, Philippines, Brunei, and Australia by virtue of its fine quality cakes, fusion food and distinctive service.

A leading and largest café chain in Malaysia, with Halal certification awarded by Jabatan Kemajuan Islam Malaysia (JAKIM), Secret Recipe is committed to continue to adhere to the standards of preparation of all food and processing plant in the restaurant in accordance to the regulatory guidelines including HACCP and VHM guidelines. Customers can always enjoy in confidence from more than 20 types of fusion food, 40 cake creations and pastries, with a flavourful range of ice cream and beverages offered in all Secret Recipe outlets.

In a short period of thirteen years, Secret Recipe has experienced a rapid growth of over 250 cafes throughout the region. Secret Recipe continuously strives to surpass its own accomplishments and to be recognized as a leader in the industry.

Main Markets: Malaysia, Singapore, Indonesia, Thailand, China and the Philippines

Products & Services: cafe fine quality cakes
Cheese Cakes
Chocolate And Fresh Cream Cakes
Health Cakes

Company Certification: Halal Certification
HACCP Certification

Achievement & Awards: Secret Recipe has earned numerous accolades every year; some of the more prominent ones are:

*Best Cheesecake Award 1998*

*Most Original Chocolate Award 1999*

*Best Cheesecake Award 2000*

*Best Lamb Stew Award 2001*

*Enterprise 50 Award 2002* by Y.A.B Dato Seri Rafidah Aziz

*Global Golden Rim Award 2003* by Vice President of Taiwan

*Anugerah Majikan Berdaya Saing 2003* by Y.A.B Dato Seri Dr. Mahathir Mohamad

*Emerging SMI* by Sin Chew Daily

*Enterprise 50 Award 2003* by SMIDEC

*Superbrands Malaysia 2003/2004*

*Malaysia Book of Records – Largest Café Chain – 2003* by Malaysia Book of Records

*2nd Asia Pacific International Honesty Enterprise – Kris Award* by SMI Association

*Special Award for Innovative Products 2003* by SIRIM

*Special Award for Development of Malaysian Brand 2003* by MITI

*Golden Bull Award 2004* by Nanyang Siang Pau

*Enterprise 50 Award 2004* by Y.B Dato Seri Rafidah Aziz

*Selangor Product Brand Excellence Award 2004* by Y.A.B Dato Seri Dr. Mohamad Khir bin Toyo, Menteri Besar Selangor

*SMI Brand Builders Award Winner 2004* by YB Dato’ Dr Ng Yen Yen, Deputy Minister of Finance

*Excellent Food Award 2004* by Asian Trade Press Pte Ltd, Singapore

*BestBrand Award 2004/2005* by BestBrands Council

*Malaysian Emerging Brand Award 2004/2005* by Malaysia International Chamber of Commerce and Industry

*Malaysia Best Western Restaurant 2005/2006* by KasehDia Halal Guides

*Most Promising Franchisor of the Year Award 2005* by Malaysian Franchise Association

*Selangor Product Excellence Award 2005* by Y.A.B Dato Seri Dr. Mohamad Khir bin Toyo, Menteri Besar Selangor

*SMB Brand Building Award 2005* by SMI Association of Malaysia

*Indonesian’s Best Restaurant Award 2006* by Yayasan Penghargaan Prestasi Indonesia

*Golden Bull Award 2006* by Nanyang Siang Pau

*Enterprise 50 Award 2006* by Y.B Dato Seri Rafidah Aziz

*SMB Brand Building Award 2006* by SMI Association of Malaysia

*Best Brand Food & Beverage Cafes 2006-2007* by The Brand Laureate

*Best Local Restaurant Chain 2006* by Klue Magazine

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

*Franchise of the Year 2007* by Y.A.B Dato Seri Najib bin Tun Abdul Razak, Deputy Prime Minister Malaysia

*Homegrown Franchise of the Year Award 2007* by Malaysian Franchise Association (MFA)

*Best Sales Growth Franchise of the Year Award 2007* by Malaysian Franchise Association (MFA)

*International Franchisor of the Year 2007* by Franchising and Licensing Association (FLA Singapore)

*Top Team 50 Enterprise Award 2007* by Y.A.B Tan Sri Koh Tsu Koon, Chief Minister of Penang, Malaysia

*Best Casual Dining Restaurant of The Year 2007/2008* by Hospitality Asia Platinum Awards (HAPA)

*Best Brand Food & Beverage Cafes 2007-2008* by The Brand Laureate, Asia Pacific Brands Foundation

*Philippine Tatler Best Restaurant 2008* by Philippine Tatler Magazine

*Gold ‘Global Growth Award’ 2009* by Malaysian Retailer-Chains Association

*5 Star Food Safety Awards 2010* by Manningham City Council, Australia

*Most Popular Brand* by The Brand Laureate - SME Chapter Awards 2010

Secret Recipe is not exactly a best kept secret. This restaurant has flourished over the past few years and in addition to the many outlets in Klang Valley, more are sprouting out by the minute. You can probably find a Secret Recipe outlet in every major shopping mall and commercial area. What is the secret?

Secret Recipe has become a household name because of its cakes. They are original, delicious and utterly delectable. Ask anyone where you can find a good birthday cake (or any cake for that matter) and the immediate response would be Secret Recipe. From cheesecakes to sponge cakes and even ice cream cakes, this establishment’s great success comes from its consistent delivery of all things sweet.

One of the most popular cakes that has been a mainstay on the menu since the beginning is the Chocolate Banana Cake. Initially, the combination of chocolate and banana doesn’t sound too appealing but Secret Recipe has managed to perfect the recipe to make it absolutely irresistible. This chocolate cake is layered with thin banana slices and the end result is sweet, smooth and addictive.

If you prefer a warm chocolate cake we suggest the Moist Chocolate Cake. This is reserved for the ultimate chocolate lover. It is a moist sponge cake that has a thin layer of caramel to make this sweet thing even sweeter. Once you’ve had a taste you’ll just want more. It is best served warm and has this melt in your mouth type feeling. The icing on the cake is literally the icing on the cake. A thick chocolate fudge is used to double the chocolate dosage. It is a must try for all those who claim to love chocolate.

Secret Recipe also specializes in cheese cakes. The Oreo Cheese Cake is an interesting creation. It is pretty self explanatory. Oreo cookies are blended with cheese and placed on a layer of crushed biscuits. Because it uses Oreo cookies, it is only suitable for this cake to be chilled rather than baked. Other notable cakes include the Chocolate Indulgence, Cappuccino Cheese and the American Brownies. Cakes are RM5.50 per slice and RM65 for a whole cake.

Other than cakes, Secret Recipe also has a kitchen that serves fusion cuisine. There is a wide variety of local, western and Italian food on the menu. The Lamb Shank comes highly recommended and is said to have won some awards. This tender lamb shank is slow-cooked with seasonal vegetables and fresh herbs. The flesh comes off the bones with ease and the lamb is easy to handle. No need to chew till your jaw hurts to get it down. The Caribbean Style Seabass is also a crowd pleaser. The texture is excellent and the herb sauce has an exotic taste to it. It is served with green salad. Other items on the menu include the common fish and chips, lasagne, tom yam noodles and many more.

Prices are reasonable at Secret Recipe. The items from the kitchen might seem over-priced compared to the lesser known café’s around town considering that the food isn’t that great. Nonetheless, Secret Recipe has a secret weapon which is their cakes. There’s such a wide variety of them that it takes many visits to go through them all. With so many outlets around, it is easily accessible so there won’t be any trouble grabbing a slice of something different every time you come across an outlet. If you have a sweet tooth, you won’t be disappointed.

Marketing and Sales Manager

This position will be assigned to Chan Chi Yee. He will responsible for daily sales, advertising, promotional plan and budgeting plan.

Financial Manager

Tee Yang Wei will be appointed as financial manager as he has the qualification as an accountant. Therefore, he is capable of handling this responsibility. He will responsible for accounting reporting and tax computation.

Purchasing Manager

Ng Kim Toh will take the responsibility of this position. She is responsible for keep contact with our master suppliers list in order to ensure the supplier will deliver the raw material on times and in good condition. Administration and Human Resource Manager

This position will be appointed to Lian Ye Chen. She will responsible for all the administration works. In addition, she also responsible to call with Secret Recipe franchisor for fresh recruit on-site training, set up and implement staff policy and accounting payroll.

Supervisor

Lim Swee Ling will take over this responsibility. She is responsible for evaluate staff performance, prepare staff daily schedule, monitor the daily operation and do cash counting at the end of each operating day.

Operation Hours

Our daily operation hours for Sunday to Thursday will be 10am to 10pm. For Friday and Saturday our operation hours will be from 10am to 12am to accommodate the longer peak period during dinner, because more family households choose to dine up outside during this time. Besides that, our staff will be required to come in 1 hour in advance in order to any necessary preparation.

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