New Investment~Secret Recipe

New Malaysian investment has a Secret Recipe

11 March 2010

Malaysia’s largest cakes and café chain, Secret Recipe Cakes and Café, has chosen Melbourne as the home of its Australia operations.

Secret Recipe’s new store, located on Chapel St in Melbourne’s popular South Yarra shopping and entertainment precinct, is the 222nd for the Halal-certified company, which serves cakes and fusion food.

Dato Steven Sim, CEO of Secret Recipe Cakes and Café, said the company is confident their unique concept of offering Asian, Fusion and Western cuisines coupled with cakes and pastries will prove popular in the Australian market.

“Secret Recipe Australia Pty Ltd has already secured a second site which is scheduled to open in April and is in negotiations for a third to open in June.

“We expect to do well in Australia and are targeting to open up to 10 outlets per year when we offer opportunities for franchising later this year,” he said.

Owner of Secret Recipe’s franchising rights in Australia, Mr Low Ming Siong, was also upbeat about the company’s prospects in the Australian market.

“Australia is undoubtedly a highly competitive market but we believe we have the quality, the repertoire and the experience to compete in a market which has breadth and depth as well as growth potential.

“And we chose to start in Melbourne, partly because we are cognisant of Melbournians’ lifestyle and discerning palate, especially when it comes to Asian and Fusion foods,” he said.

Victorian Commissioner to South East Asia Tim Dillon, who provided invaluable insights and advice to Secret Recipe on their expansion plans, welcomed the investment in Victoria.

“The establishment of Secret Recipe in Melbourne is significant in its own right, but it will also support the growing Malaysian international student population in Melbourne, as well as Malaysian tourists.

“Victoria is proud to play host to 38% of all Malaysian tourists who visit Australia, with 73,000 visitors...