How secret recipe goes global

How Secret Recipe Goes Global

INTRODUCTION

Secret Recipe is famous for its cakes. The cakes here are made of good ingredients and this is why they taste creamy and delicious. Recommend the 'chocolate banana cake' and 'Hawaii white chocolate cake' and cheese cake as well. Secret Recipe Cakes and Cafe Sdn Bhd (doing business as Secret Recipe) is a Malaysian halal-certified café chain company established since 1997. It serves cakes and fusion food in a service environment. As a leading and largest cafe chain in Malaysia with Halal-certification awarded by Jabatan Kemajuan Islam Malaysia (JAKIM). Secret Recipe is a concept casual lifestyle cafe, featuring a mouth-watering menu with 40 different varieties of cakes and more than 30 locals and international dishes. Secret Recipe have crossed ASEAN and now landed in Asia(China,India). Secret Recipe Cakes Cafe’s concept can be found in prime urban locations and shopping malls in major cities in the region including Malaysia, Singapore, Indonesia, Thailand, China, Brunei, Myanmar and Maldives. 

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.

 HISTORY

Secret Recipe, a popular lifestyle cafe chain, has become a household name following its debut in 1997. Secret Recipe has successfully established in brand name in Malaysia, Singapore, Indonesia, Thailand, China, 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 toad here 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. Customers can always enjoy in confidence from more than twenty (20)types of fusion food, forty (40) cakes creations and pastries, with a flavorful 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 one hundred and fifty (150) cafes throughout the region. Secret Recipe continuously strives to surplus its own accomplishments and to be recognized as a leader in the industry.

AWARD

2010→ Franchise Entrepreneur 2010 By Malaysia Franchise Association.

2011→  UDC Best Brand Food & Beverage Cafe Of The Year 2011 By Universo De’ Commercio Business Awards.

2012→  Best Top 10 Restaurant In Taste Of China Awards 2012 Suzhou, China.

2013→  Malaysia’s Top Franchise Brand Award – Food & Beverage By Top 10 Of Asia Publications.Malaysian Business Of The Year Award 2013 In The Star Business Awards 2013 (SOBA).Best Brand Platinum Award In The Star Business Awards 2013 (SOBA).

Best Marketing Platinum Award In The Star Business Awards 2013 (SOBA).

Most Enterprising Brand Of The Year In Malaysia Putra Brand Awards 2013.

People’s Choice Food & Beverage Silver Award In Malaysia Putra Brand Awards.

2014→ Malaysia’s Best International Lifestyle Restaurant Award By Top 10 Of Asia.

  

SECRET RECIPE PRODUCT AND SERVICES

Secret Recipe Cakes & Cafe Sdn. Bhd. (Secret Recipe) is a cafe chain operator in Malaysia and South East Asia. Its menu features breakfast food items fish dishes seafood burgers sandwiches steaks pastas chicken cakes pastries baked dishes soft drinks fruit juices smoothies milk shakes tea hot and cold coffee mock-tails spring roll salad and soup. The company operates cafe restaurants in Malaysia Singapore Indonesia Cambodia Thailand India Philippines China and Brunei. These cafe are open for business during 365 days a year and offer dine-in or take-away services. The company offers online ordering and delivery services. Secret Recipe is headquartered in Petaling Jaya Malaysia.

SECRET RECIPE STRATEGIC BRANDING MARKETING PLAN

Corporate appraisal
- A process when managers analyze various factors of their organization to evaluate their strengths & their weakness so as to meet the threat & opportunity,
1. senior management
2. corporate culture
3. corporate resources
4. corporate public's
5. past performances

Mainly cakes - large variety, high quality, appetizing
Basic of any tangible products to be sold
We do not only want to sell a product, we want to sell value & solution

PRICES
→Reasonable & affordable
→Not just the cake, but customers' cost to get the cakes
→ Secret Recipe can help to absorb the burden that has been casted on the citizens lately.
→Accessible
→ Availability, ever ready to be purchased
→ Customers can check the availability of the cake online

PLACE
→Crucial to communicate their features & persuade customers
→ Advertisements, sales promotions & PR are great, but a two-way communication is more important.

Recommendation
→ Takeout menu
→ More efficient delivery service
Collaborations with airlines, Uber, Tripda, cinemas
→ Seasonal / festive flavors

MARKET DOMINANCE
→ Simply look at the company & its current role within the marketplace, the current dominant industry force in the marketplace & opportunities the company has to expand in the marketplace
→ Utilizes warfare techniques to review market conditions & plan a marketing goals for company
→ Might include a deterrence effort to prevent an up-and-comer from entering the marketplace or a counter-offensive to current attacks from another company

STRATEGIC COMPETITIVE POSITION
Baker's Cottage,High Price,Low Quality, High Price, High quality, Bee's Bakery, Low price, low quality, Price, Quality.

SWOT ANALYSIS

STRENGTH
→ Preserved Nasi Lemak Ayam Rendang as their 
special menu.
→ Halal restaurant/maintain an excellent of 
hygiene level.
→ Supervisors/employees will be trained first at 
KLIA before transferring into other Secret .
Recipe’s outlet.
→ Gives rewards to the employees who worked 
for a year.

BACKGROUND OF COMPANY
→ Was established by Dato Steven Sim.
→Ownership of Secret Recipe is Saji Bumi 
Sdn.Bhd .
→It was founded in 1997 at Kuala Lumpur, 
 Malaysia.
→ Type of business is Franchise.
→ Main products is cakes and fusion foods.

WEAKNESSESS
→ Lack of space rather than other airport 
outlet (gives customers feel uncomfortable).

→ Did not have variety menu to choose 
(offer more Western Menu).

OPPORTUNITY
→ Gain a lot of customers whenever flight was 
re-scheduled ( delay ) . Sometimes airport 
gave them voucher to enjoy their meal while 
waiting for their flight.
→ Nasi Lemak Ayam Rendang as competitive 
advantage and will promote the menu to 
foreigner.

TREAT
→ Monsoon Season is a threat for Secret Recipe as this wether will decrease the chances of tourist to come to Terengganu .
→ Secret Recipe also have to pay a higher royalty to the Terengganu’s Airport.

STEP TO ENTER IN GLOBAL MARKETS

PRODUCT

Secret recipe is well known as Malaysia for its fine quality cakes, fusion food and distinctive service. They serving a wide selection of more than 40 types of gourmt quality cake and other baked desserts. Other that they also offer savory foods such as local delicacies and fusion food. It includes Secret Recipe award winning Lamb-stew and other favorites dish of all time, black pepper chicken kebab and Pasta. They offer more than 40 types of cheesecake and brownies. The quality of your bakery goods can make or break your business. A bakery business relies on a high turnover to make a profit, so it’s important you research your market demographic to assess what type of bakery goods are likely to sell well.

PLACE/LOCATIN

Running a thriving bakery business requires a steady stream of regular customers. Look for newly established or newly developed suburbs, high traffic locations, and little competition. Also look at areas that may not be well serviced, like industrial estates or high density office blocks where you can draw eager customers.

PRICING

Pricing depends on a number of factors, so it makes good sense to consult a business

adviser or accountant to help you at the outset. Your prices need to be set at a rate that provides you with an acceptable margin but not so expensive that you drive customers away. The prices will also be determined by the quality of your produce.

EQUIPMENT

The suppliers of equipment, furniture, kitchen ware, auxiliary, toiletries and cutlery will be provided by the Secret Recipe franchisor as the customize to their policy of shop layout concept.The quality and size of the equipment for buy or lease will be determined by how big your bakery is going to be, how many customers you have forecast on a daily basis and, of course, the amount you have to spend. Don’t over-capitalize on equipment at the outset if you can’t afford it. Look for good quality, per-owned equipment or a satisfactory leasing agreement for the time being until you are well established.

SERVICES 

As for the services aspect, the Secret Recipe was provided with the standards of service that they need to deliver in correlation to standardize all these service provided by the brand. It has help to reduce the cost in terms of training,developing own service standards, minimize the chances of guest complaint,increase guest satisfaction and others.

 CONCLUSION

As for the conclusion, order qualifiers, competitive priorities and order winners are proven to become one of the key of success in the business. As for the Secret Recipe, they have utilizing the concept very well that differs them from the other competitors and made them the sole choice for having a nice and exquisite slice of cake. Franchising scheme has also become one of their remarkable key of success until they have become the household name for bakery product in Malaysia. All the operation and service aspect has been carefully designed, tailored with the current demand and needs of the customer. Constant research and development of service problems and new product is conducted to ensure efficient service and trends are met. Even with high service standards and constant research efforts, still the service of Secret Recipe is getting lower. This may be caused by the lack of attention from the management itself and also lack of awareness among the employees. Proactive measures should be taken in order to prevent complaint which will reduce in numbers of customers.From the research that we have conducted, we have understood the importance of all three traits to a business and how it can lead to success. We really hope that we could use this information not only for academic purposes, but also in our future career growth.

Secret Recipe mission is providing world class food services to the customer. To become a leading provider in international market they have to provide best service rather than their competitors. In international market, they have to prepare for not only about the internal issues they have to also fight with external challenges as like as customs, shipping etc. A company can lead his industry with the power of management, financial, innovation, supply chain and other all barriers.

 Written By

HOSSAIN FARHAD

INFRASTRUCTURE UNIVERSITY KUALA LUMPUR

BBA in INTERNATIONAL BUSINESS

Secret Recipe Cakes  concept can be found in prime urban locations and shopping malls in major cities in the region including Malaysia, Singapore, Indonesia, Thailand, China, Brunei, Myanmar and Maldives.