Determined to be a trend-setter, Dato’ Steven introduced the first alfresco café concept in Kuala Lumpur. In 1997, along with his four nephews, Dato’ Steven launched Secret Recipe, with the promise to offer something new different to their customers with emphasis on quality products, variety, moderate pricing and a contemporary ambience.
Dato’ Steven was very involved in the initial brand building exercise of the business. He along with team were focused on creating their own distinctive logo, corporate colour, marketing strategies, uniforms, menu layout, interior design and customer service standards which he deems crucial in the recognition and acceptance of this local brand name.
Building the brand was of utmost importance to him than generating immense profits. Nothing thrills him more than the excitement and challenge of creating something from scratch. He sees himself as a brand builder and derives great satisfaction from seeing the brand being a household name.
Dato’ Steven believes that to be different, one must identify the features of a brand that (can) extend beyond. These features are what makes a brand truly unique and distinctive compared with its competitors. He also strongly holds on to the fact that differentiation, innovation, adaptability, research and development, consistency, identity and brand promise are the ingredients that contribute the growth of his business.
Since the first Secret Recipe café in SS2, Petaling Jaya with only two staff, Secret Recipe has come a long way with 200 outlets including 50 overseas and almost 4,000 employees. With outlets in Singapore, Thailand, Indonesia, the Philippines, China, Pakistan and Brunei, Dato’ Steven is currently working towards the possibility of penetrating into the Western market.
Apart from his business acumen, Dato' Steven is also a philanthropist who devotes time to raising funds for charitable causes. He has also successfully implemented a franchise scheme providing an avenue for...
