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Feasibility analysis of Secret Recipe

Secret recipe is one the largest lifestyle café chain in Malaysia that founded by Datuk Steven Sim who is the CEO and managing director of Secret Recipe. The product that provide by this company is fine quality cakes and fusion food which match the local food culture.

Product Feasibility Analysis

Secret Recipe major product is fine quality cheese cake. Secret Recipe will also cater the local taste. This has made Secret Recipe can more easily adapted to the local food market. For example, Malaysia branches have most of the local food like Nasi Lemak, Mee goreng, etc. This will let customer enjoy the local taste instead of cake and brownies.

In years 1997, There is only 1 outlet in SS2, Petaling Jaya. The founder, Datuk Steven Sim used the only 1 outlet to test how Malaysian respond to the coffee shop which mainly concentrate on cheese cakes and some unusual flavors. He found that this concept is works therefore he started to franchise his business among his friends in year 2000. At initial, Datuk Steven Sim is to try out whether the franchise method is effective or not to expand his business. At year 2001, the franchisor method is found to be workable. The purpose of this the test is to find out the disadvantage of this concept restaurant and find a solution to improve it. During 1997, it the economy crisis. Datuk Steven Sim did not franchise his business instead of using the only 1 outlets to carry a pilot operation test.

Food is one of the needs of human. The product of Secret Recipe is Cakes which is 1 of the favorite food of most people. Especially cheesecakes will be the most hottest. Instead of cheesecakes, Secret Recipe also baked other flavor cake like Chocolate flavor, fresh cream cake, etc to fulfill the demand of other customer who does not like cheese. The cake design also quite interesting. There got variety of design to attract the customer such as Ladybird and football design. Secret Recipe also expanded to...