Secret Recipe Franchise

Hello and greet to all viewer. Well, I'm sure not all people know about this Secret Recipe. What can I say, it is very good place when you craving for some cake and get tea break here. 

Here is the background of the Secret Recipe:

Secret Recipe, a popular lifestyle cafe chain, has become a household name following its debut in 1997. Franchise idea was not in place when the business was first founded. The founder, Datuk Steven Sim, had used his first open restaurant as a pilot operation to find out disadvantages of the business and worked out to implement solutions to overcome several problems in the real business model. In the year 2000, the founder decided to franchise it. But the franchise option was only open to his circle of friends. The franchised of the business among his friends and find out the workability and demand exist for that business model and eventually opened the franchising invitation to the public in 2001. Since then, the business had a serious success and continuous development.  The business had expended to other countries such as Singapore, Indonesia, Thailand, China and Philippines, Pakistan, Brunei and Australia by virtue of its fine quality cakes, fusion food and distinctive service. A leading and largest cafe chain in Malaysia, with Halal certification awarded by Jabatan Kemajuan Islam Malaysia (JKIM), Secret Recipe in committed to continue to adhere to the standards of preparations of all food and processing plant in the restaurant in accordance to the regulatory guideline including HACCP and VHM guidelines.

The founder of Secret Recipe, Dato' Steven Sim

Actually, this Secret Recipe is a Malaysia born franchise business. Their nature of business is bakery. Cake is their core product. Although they provide several other foods and drinks, they still never lose their brand awareness and popularity over their cakes whereby customers can always enjoy in confidence from more than 20 types of fusion food, 40 cakes 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 150 cafes throughout the region and the number of franchise is increasing. 

Secret Recipe Plaza Merdeka

Franchisor Management of The Secret Recipe

In Secret Recipe, there have Director of Chief Executive Officer, Senior Manager, Finance Manager, Assistant Agents, Watchmen, Human Resource Manager.

Therefore, the managers and the staff are very important for the company as they are the means through which goals are realized, duties are carried out and they provide the links between the organization and the clients.

Besides that, in terms of recruitment, there will have recruitment whereby the management team able to recruit other personnel through networking and train them within the existing outlets before they are posted to the new outlets. This recruitment process will involve short-listing of the applicants, interviewing of the shortlisted applicants, selection of the successful applicants and finally issuing the appointment letter. Secret Recipe also recruits through confirmation of the interns and the volunteers.

As for the salaries and incentives, Secret Recipe offers a very competitive basic salary according to the qualification, experience, position and expertise to the personnel. The salary also based on what the competitors’ offer and the company’s returns.

Franchise Operations

Secret Recipe has its own standardized design whereby all the outlets will follow it. These gives all the franchises to feel the same with their theme colour of red. However, only the interior design of each franchise will be slightly different from each other franchise to accommodate its location.

Besides that, there is controlled promotion which standardized the promotions to be applied to all outlets. Some of the promotions are not applied to high profile outlets such as Plaza Merdeka, Kuching, Sarawak whereby this outlet being attraction of foreign and domestic tourist and travellers. This is because to ensure the high potential revenue of those high profile outlets do not decline. From this way, it enables the franchisor to control the promotions and ensure that particular outlet receives enough revenue to run without any financial problems and stable inventory turnover.

Next, Secret Recipe franchise introduces courses that provided to the franchisees with collaboration of Malaysia Franchise Association. This course provides basic understanding of how franchising concept works for both franchisee and franchisor. After the basic course, the franchisor will provide a detailed training on how Secret Recipe franchise system works. This training provided to the franchisee in franchise orientation step.

Last but not least, Secret Recipe have expended their franchise business to Singapore, Indonesia, Thailand, China and Philippines, Pakistan, Brunei and Australia as mentioned earlier in the background of the company. In these countries, Secret Recipe franchised to master franchisees in whole which can help them to take care of the local business there and more flexibility for the franchisor.

Indonesia

Philippines

Brunei

Thailand

China

Franchisee Experience

In terms of franchisee experience, they might have to undergo a few procedures before they can open the new outlet.  Below is the franchise process that has to undergo by franchisee.

Customer Survey at Kuching Outlet

From what I have survey on customer at Secret Recipe Plaza Merdeka and Secret Recipe Satok, i can say that mostly young generation went to both Secret Recipe outlet as well. Most of them go to Secret Recipe with their friends and couple. This is because of the foods and environment of the Secret Recipe itself are attractive and the outlet design seems more relax and contemporary which make everyone enter the Secret Recipe feel relax and have a tranquillity mind. In addition, they feel that it is a good place for them to gather and chit chat with friends. Most of the customers are very likely to recommend this Secret Recipe outlet to their friends and family relatives.

Besides that, customers also agree that the menus of Secret Recipe are easy to read and the foods are tasty, especially the cakes. In addition, the prices of foods are moderate and affordable.

Yummy Cakes!!

Menus

Last but not least, from my own experience as a loyalty customer, customer service that provided by Secret Recipe totally satisfied me whereby the workers can answer my question with kindly and sincerely. Moreover, they provide the service without any fuss and I can feel the generosity when they serve my order as well. 

We at Secret Recipe

I would like to say, Secret Recipe is the best place for friends and family gathering ever. Have fun and enjoy the food!!