Secret Recipe is one of Malaysia’s most iconic home-grown brands. Established in the late 90s, it transformed the local dining scene by introducing the "lifestyle café" concept—a middle ground between traditional coffee shops and high-end fine dining.
History & Origins
- Founding (1997): Secret Recipe was founded by Dato’ Steven Sim and his three nephews (who were bakers) in SS2, Petaling Jaya.
- The First Breakthrough: In 1998, just a year after opening, their Marble Cheesecake won the "Best Cheesecake" award at the Kuala Lumpur Cake Competition. Legend has it they weren't even prepared for the contest and simply pulled a cake from their display fridge to enter.
- The Name: Dato’ Steven Sim has mentioned in interviews that the name "Secret Recipe" literally came to him in a dream after weeks of brainstorming.
- Halal Certification: It was one of the early pioneers in the casual dining segment to obtain JAKIM Halal certification, which was a key driver for its massive popularity among Malaysia's diverse population.
Growth & Milestones
From a single shop in PJ, the brand expanded rapidly through a successful franchising model:
- International Expansion: The brand went regional very quickly, opening in Singapore (1999) and Indonesia (2003). It now has a presence in Thailand, Brunei, Maldives, Bangladesh, and even the USA.
- Diversification: While they started with cakes and coffee, they successfully integrated "fusion" meals, blending Western favorites (like Chicken Cordon Bleu) with Asian classics (like Laksa and Nasi Lemak).
- Second Generation: In January 2025, Patrick Sim (Dato’ Steven’s son) was officially appointed as the Group CEO to lead the brand’s modernization and digital transformation.
| Feature | Details |
| Founder | Dato' Steven Sim Leong Thun |
| Headquarters | Petaling Jaya, Selangor, Malaysia |
| Number of Outlets | Over 440+ globally (360+ in Malaysia) |
| Key Products | Signature Cakes (Chocolate Indulgence, Marble Cheesecake) & Fusion Cuisine |
| Subsidiary Brands | Hokkaido Baked Cheese Tart |
- Former Career: Before entering the F&B world, Dato’ Steven Sim was actually a marketing director for a hair-care brand.
- The "Furniture Shop" Joke: When the first outlet opened, it was so quiet that some locals jokingly asked if it was a furniture shop because they could only see the tables and chairs through the windows.
- Manufacturing: They don't just serve their own cafes; the group’s manufacturing arm supplies products to other global giants like McDonald's, IKEA, and Starbucks.
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7/1/2026: 11.24 p.m
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