From a Local Cafe to a Global Brand: The Story Behind Secret Recipe's Sweet Success

But did you know that this beloved café started out as a cosy spot for cake and coffee? Fast forward to today, Secret Recipe has become a comfort destination for hearty meals and sweet treats not only in Malaysia but in several other countries.

Here's a peek at how an idea (and a really good slice of cake) catapulted this cafe into a global success story.

A humble beginning

These days, it's easy to find a café where you can chill with a cup of coffee and a slice of cake. But back in 1997, such a concept was almost non-existent. At the time, there were only traditional coffee shops or full-fledged bakeries.

Realising the gap in the market, Kelantanese-born Dato’ Steven Sim who was 41 years old at the time, decided to open the first Secret Recipe in SS2, Petaling Jaya. Fun fact: Dato’ Steven Sim was actually a hairdresser before embarking on a culinary journey with his three nephews, who were already in the baking industry.

According to Patrick Sim, a second-generation family member, it was tough in the beginning when the first store opened. Including Steven, there were only four staff members working at the SS2 outlet.

“Some people would jokingly ask if the café was set up to sell furniture, alluding to the mostly empty (first) outlet at the time,” he said in an interview with Tatler Asia.

To attract more customers, it’s reported that Dato’ Steven Sim walked around distributing flyers offering free coffee.

Winning the best cheesecake award

Secret Recipe got its big break when it won an award at the Kuala Lumpur Cake Competition in 1998 with its Marble Cheesecake.

According to Patrick, the story of how Secret Recipe got its first big break has always been a funny one.

“The truth is, we weren’t prepared to participate in the competition. We just pulled out a cake from our fridge and submitted it to be judged,” he said.

Needless to say, business boomed from then on, but that doesn't mean they slowed down. Secret Recipe began expanding its presence, and over time, the brand diversified its offerings to include a variety of food, beverages, and other desserts.

Although it's been more than 20 years since their first win, the brand has continued to win award after award including the prestigious Brand of the Year by the World Branding Forum, presented at Kensington Palace, London, in 2018.

Secret Recipe continues to grow

Although the beginning of Secret Recipe wasn’t a cakewalk, it's safe to say that today the brand has solidified itself as one of the most well-known cafés in Malaysia.

Then came the success of their other brand, Hokkaido Baked Cheese Tart. Riding the wave of Japanese dessert culture, this brand also built its own fanbase in Malaysia.