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.
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
“BestBrand Food & Beverage Cafes 2006-2007” by “thebrandlaureate” The Grammy Awards for Branding
“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
"Brand Leadership of the Year 2010 by The Brand Laureate - SME Chapter Awards 2010
"Entrepreneur of the Year 2010 - MRCA 8TV Entrepreneur Awards 2010
"Asean Master Class International Retail Chain 2010 - Asean Retail Chains & Franchise Federation
" Putra Brand Awards - Special Mention: Retail-Food - The People's Choice Putra Brand Awards 2011
Recently Awarded
Malaysian Institute Of Directors - Innovative Leadership In Globalisation
