Running a successful homegrown brand proves to be more than a piece of cake
Secret Recipe began in 1997 when the founder, Dato’ Steven Sim, who interestingly was a hairdresser, recognised a gap in the café market. As a result, the brand takes pride in being pioneers of the modern café concept in the local scene.
We speak to Patrick Sim, a second-generation family member, to find out how the brand has developed. Sim’s background in accounting and finance, including his experience at a couple of the Big Four accounting firms, shone as he presented us with a deck containing all the necessary information. This thoughtful gesture was deeply appreciated, and perhaps also indicative of Sim’s clear and direct thought processes.
“At the time, there were about five staff, including the directors, who pulled together, working in the SS2 outlet themselves,” shares the managing director
of Secret Recipe. “It was tough at the beginning, and some people would jokingly ask if the café was set up to sell furniture, alluding to the mostly empty (first) outlet at the time,” he admitted.
The tide shifted once the brand won an award for its marble cheesecake in 1998. “The funny thing about it was, we weren’t prepared to participate in the competition; we just pulled out a cake from our fridge and submitted it to be judged,” said Sim. Business boomed from then on, and the café continued to expand its presence and win a slew of other accolades, including the prestigious Brand of the Year by World Branding Forum, which was presented in Kensington Palace, London back in 2018.
Photo 1 of 2 The first-ever Secret Recipe outlet which opened in SS2 Petaling Jaya
Photo 2 of 2 A young Patrick on his uncle, Dato' Steven Sim's shoulder.
The first-ever Secret Recipe outlet which opened in SS2 Petaling Jaya
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The honours are a testament to the brand’s commitment to quality, as well as its dedication to research and development in an ever-evolving market. This is evident in its wide range of offerings, which prompted a change in its slogan from “Fine Quality Cakes” to “Sweet Moments Together”. Today, the brand not only offers cakes but also full meals and beverages from various cuisines. On top of that, Secret Recipe actively engages in strategic partnerships, collaborating with personalities and other brands. For instance, they recently teamed up with celebrity chef Anis Nabilah for a special Hari Raya menu. They also introduced dishes featuring Lay’s potato chips.
Then there’s the popular Hokkaido Baked Cheese Tart brand, which the group created, riding the wave of the Japanese dessert culture boom, with many people queuing up to get their hands on these delicious tarts.
But it’s not just the food that needs constant attention to maintain a stronghold in the market. Sim also shares how they have a group of in-house designers to ensure that each Secret Recipe outlet has its own personality and is Insta-worthy.
“We emphasise comfort and appeal and design accordingly, such as our outlet in Central Market, which showcases a wall mural,” adds Sim. To reach the growing younger market, the brand has also introduced the Secret Recipe app, through which customers can get rewarded and stay updated.
A homegrown Malaysian success story, Secret Recipe now operates 375 stores within Malaysia. The company proudly extends its presence to nine other countries, including the USA, Australia, Maldives, Bangladesh and most of Southeast Asia.
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