Secret Recipe

Topics: Coffee, Brand, Malaysia Pages: 3 (806 words) Published: November 9, 2011
a. The business nature of the organization
The Secret recipe’s real corporation name is Secret Recipe Cakes &Café Sdn.Bhd. Dato’ Steven Sim is the founder of Secret Recipe and their first outlet in SS2, Petaling Jaya; in 1997.They are locally registered companies under Companies Commission of Malaysia. Secret Recipe is a lifestyle cafe chain has become a household name following its debut 1997. It is a Malaysia born franchise Business.The Company has registered an impressive double-digit growth for the past 5 years. In a short period of ten years, Secret Recipe has experienced a rapid growth of over 150 cafes throughout the region. Secret Recipe has successfully established its brand name in Malaysia, Singapore, Indonesia, Thailand, China, and Philippines by virtue of its quality cakes, fusion food and distinctive service. Their nature of business is bakery and categorized in food and beverage industry. Their core product is cake. Although they also provide several other foods and drinks such as pastries, hot meals and gourmet coffee, they still never lose their brand awareness and popularity over their cakes. As a leading and largest café chain in Malaysia, with Halal certification awarded by Jabatan Kemajuan Islam Malaysia( JAKIM),they are committed to continue adhere to the standards of preparation of all food in the restaurant in accordance to the regulatory guidelines. Customers can always enjoy in confidence from more than 20 types of fusion food, 40 cake creations and pastries, with a flavorful range of ice cream and beverages offered in all Secret Recipe outlets. Apart from selling cakes and foods, Secret Recipe also emphasis on the service they provide to their customers such as providing online ordering system, delivery system. Target market of Secret Recipe is focus on the medium and upper class society because they have good financial backgrounds and afford to buy the food in Secret Recipe which is a bit expensive if compare...
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