The brand’s new concept store in 1 Utama exemplifies its commitment to customers across the region, even as it targets 400 outlets by the end of 2025
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| (left to right) Rodzi Ahmad, Head of Operations of Secret Recipe; Patrick Sim, Managing Director of Secret Recipe; Mira Filzah, Secret Recipe Brand Ambassador; and Evelyn Lee, Head of Marketing of Secret Recipe at the ribbon-cutting ceremony. |
Amidst the myriad of bakery, café and restaurant openings in the country over the last couple of decades, one brand has boldly stood the test of time to become an inspiring homegrown Malaysian success story. Since making its debut in 1997, Secret Recipe has beguiled the hearts, minds and taste buds of foodies from all walks of life. In fact, for more than 25 years, the brand has evolved to become one of the fastest-growing lifestyle cakes and café chains in the region, with outlets opening even outside of Malaysia’s borders in Singapore, Thailand, Brunei, Maldives and Bangladesh.
Today, it comes as no surprise that Secret Recipe – which celebrated its 25th anniversary last year – is among the preferred choice for cakes with an extensive range of top-quality gourmet selections to meet even the most discerning of tastes and appetites. The brand has become a hallmark name for celebrations of just about any kind, anytime and anywhere with a growing network of outlets around the region. The multi-award-winning chain is also widely renowned for its creative selection of hot meals and beverages catered specifically for the Malaysian appetite.
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| (from left to right) Patrick Sim, Managing Director of Secret Recipe; Evelyn Lee, Head of Marketing of Secret Recipe; Mira Filzah, Secret Recipe Brand Ambassador; and Rodzi Ahmad, Head of Operations of Secret Recipe. |
And the brand just keeps on growing! Recently, Secret Recipe kicked off 2023 by marking a significant milestone in its history, as it celebrated the opening of its 350th outlet in Malaysia in 1 Utama, with plans to increase this number to more than 400 by the end of 2025. Meanwhile, the company has also contributed to the country’s economy, not only by being one of the most successful chains but also with the opening of its new factory in Kota Damansara, thus creating job opportunities both locally and around the region.
“At Secret Recipe, we realise that our operations and presence have the potential to leave a significant impact within the communities in which we serve. We, therefore, see it as our responsibility to make this impact a positive one. In this regard, I am proud to say that Secret Recipe has not only created a positive impact but also forged a legacy that continues till today,” said Patrick Sim, Managing Director of Secret Recipe.
“Besides upholding our promise to deliver top-notch gourmet cakes to our customers, we are proud to achieve the significant opening of our 350th outlet. What a way to kickstart the new year, indeed! But we could not have achieved this milestone without the support of our loyal customers, to whom we are ever grateful. Our commitment to them will continue, nonetheless, as can be seen in our latest concept store in 1 Utama which serves as a testament to our pledge to ultimately provide a refreshed dining experience for our guests with more joyful moments for all their celebrations for decades to come,” he added.
With modern contemporary and vibrant concepts, Secret Recipe outlets have truly been the choice destination of customers who simply want a comfortable ambience in which to enjoy good food and quality time with friends, family and associates. The uncompromised quality of food and ingredients – at affordable prices – has essentially created a cult following amongst Secret Recipe’s loyal base of food and cake lovers, and this new concept of stores is also aimed at reaching out to a new generation of foodies from all walks of life.
“This is definitely a surreal feeling for me, seeing the brand I have grown up with since my childhood – and come to love dearly – reaching new heights and milestones. While I’ve always had a soft spot for Secret Recipe, I know of many of my personal friends and family members who have come to make Secret Recipe part of their celebrations, or simply a place to just chill and enjoy a little self-indulgence! I am confident that this milestone of Secret Recipe’s 350th outlet is just one of the many to come, as it continues to grow and evolve!” said Mira Filzah, Secret Recipe’s Brand Ambassador, who was also present at the brand’s 350th store celebration.
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| (left to right) Rodzi Ahmad, Head of Operations of Secret Recipe; Patrick Sim, Managing Director of Secret Recipe; Mira Filzah, Secret Recipe Brand Ambassador; and Evelyn Lee, Head of Marketing of Secret Recipe at Secret Recipe, 1 Utama. |
To commemorate the opening of its 350th outlet, the first 350 new Secret Recipe members registered via the Secret Recipe MY app to walk in at its 1 Utama branch on 31 January 2023 will receive a limited-edition cupcake! Meanwhile, until 6 February 2023, all customers at the Secret Recipe outlet in 1 Utama will receive a 35% discount for purchases of RM60 and above (not including whole cakes or in conjunction with ongoing promotions). As a bonus, customers under the SR rewards programme will receive 3x app points for purchases made at Secret Recipe, 1 Utama until 6 February 2023.
So, what are you waiting for? Get your sweet tooth and appetite over to Secret Recipe’s newest store in 1 Utama and rediscover this true Malaysian gem that’s enchanting food lovers all over the region while being destined for greater things in the years ahead. It’s a success story still being written!
