Secret Recipe
- Company typePrivate
- Founded1997
- HeadquartersSelangor, Malaysia
- Headcount1–10
- GTM typeB2C
- OfferingServices
Secret Recipe firmographics
Firmographics- Name
- Secret Recipe
- Legal name
- Secret Recipe Cakes & Café Sdn Bhd
- Website
- https://secretrecipe.com.my
- Company type
- Private
- Founded year
- 1997
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Ownership category
- akta.pro rank
Secret Recipe industry classification
Industry- Product category
- Café and Bakery Chain
- NAICS
- Retail Bakeries (311811), Baked Goods Retailers (445291)
- SIC
- Retail-Eating & Drinking Places (5810), Bakery Products (2050)
- akta.pro primary industry
- Dessert Cafes (Coffee + Desserts) (THAFADAH)
- akta.pro secondary industries
- Cake Shops & Custom Celebration Cakes (THAFAFAC), Online Bakery & Desserts Delivery (CRAHAIAK)
Keywords
Where Secret Recipe is headquartered
LocationHeadquarters
- HQ city
- Selangor
- HQ country
- Malaysia
- HQ region
- Asia
Offices8 records
Markets served
Secret Recipe business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Supply Chain, Operations, Infrastructure, Marketing or Sales, Technology or R&D
Revenue model
- Retail Store Sales: Dine-in and takeaway sales at physical café outlets offering cakes, pastries, hot meals, and beverages. Customers can order directly at outlets or through the SR GO! mobile app for scheduled pickup.
- Delivery Services: Revenue from food delivery orders placed through GrabFood platform, including delivery fees charged to customers based on delivery address location.
- Corporate Sales (Vouchers): Bulk sales of cake vouchers, paper vouchers, and e-vouchers to corporate clients for employee rewards, gifts, and corporate functions. Vouchers available in RM10, RM50 denominations.
- Gift Cards: Digital gift cards sold in RM15, RM50, RM150, and RM200 denominations through the SR Rewards membership platform, valid for 90 days from purchase.
- SR Rewards Loyalty Program: Points accumulation and redemption program where members earn points (1-3 points per RM1 spent depending on tier) and redeem for food, beverages, and discounts.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Complete Set Meal Promotion |
| Unit Pricing | Pay-as-you-go | 2 Selected Pasta Promotion |
| Unit Pricing | Pay-as-you-go | Carrot Slice Tea Set |
| One time/ perpetual license | Pay-as-you-go | Gift Cards |
| Unit Pricing | Pay-as-you-go | Corporate Vouchers |
| Subscription | Monthly | SR Rewards Loyalty Tiers |
Go-to-market motion1 record
Distribution channels6 records
Marketing channels7 records
Secret Recipe product offering
Product offeringCore offering
Secret Recipe operates a regional cake shop and lifestyle café chain, producing and selling 35+ varieties of gourmet cakes (cream cakes, cheesecakes, chocolate cakes, the premium Platinum Collection, 6-inch range, and brownies), alongside pastries, Western and Asian cuisine, and beverages. The company monetizes these offerings through 440+ dine-in outlets, GrabFood delivery, SR GO! scheduled pickup, SR Rewards membership, corporate voucher sales, and digital gift cards.
Product overview
Secret Recipe is a Malaysian cake shop and café chain offering an extensive range of gourmet cakes and café dining. The core product portfolio includes over 35 types of cakes across categories: Cream Cakes, Cheesecakes, Chocolate Cakes, the 6-Inch Range for intimate celebrations, The Platinum Collection premium line, and Brownies. Complementing the cake offerings are Pastries & Desserts (pies, Shinjuku Bakes), Western & Asian cuisine (pasta, rice, chicken dishes, noodles), and Beverages. Supporting the core products is a digital ecosystem comprising the SR Rewards loyalty program accessible via the SR GO! mobile app (iOS/Android/Huawei), with ordering through GrabFood delivery or SR GO! Pick Up. Additional services include Corporate Sales (vouchers for B2B) and Gift Cards/E-Gifts. The company operates over 440 outlets across Malaysia, Singapore, Philippines, Thailand, Brunei, Maldives, and Bangladesh.
Differentiator
Problem solved
Functional benefit
Products and services
- Cream Cakes
Quantifiable outcome
- 440+ café outlets across 7 countries
- +2 more outcomes
Companies that use Secret Recipe
Customer profileNamed customers1 record
Segments2 records
Ideal customer profiles2 records
Secret Recipe technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration13 records
Feature1 record
Secret Recipe partnerships and signals
Strategic signalPartnerships
Eight partnerships are on record, tiered core and supporting.
- GrabFoodcoreGrabFood serves as the primary third-party delivery partner for Secret Recipe, enabling customers to order cakes, food, and beverages for home delivery through the GrabFood platform. Delivery charges vary based on location, and same-day delivery is available.
- Touch 'n Go eWalletsupportingTouch 'n Go eWallet is accepted as a payment method at participating Secret Recipe outlets for in-store purchases, online orders, and voucher redemptions.
- LazadasupportingSecret Recipe e-vouchers are available for purchase on Lazada marketplace, enabling customers to buy gift vouchers through the e-commerce platform.
- ShopeesupportingSecret Recipe e-vouchers are available for purchase on Shopee marketplace, providing another e-commerce channel for customers to obtain gift vouchers.
- The Lost Food ProjectsupportingSecret Recipe partners with The Lost Food Project for food waste reduction initiatives, including donating surplus food to orang asli communities and other community support programs.
- Green Street AcressupportingPartnership for environmental sustainability initiatives including distribution of organic compost and participation in school Eco Day events to promote green practices.
- Circular FarmsupportingPartner for organic composting solutions supporting waste management and environmental education at community events like PJ Fun Learning Day.
- TumaseksupportingPartnership for supplying potted plants and saplings for distribution at environmental and school community events.
Scale indicators8 records
Recent moves6 records
Expansion highlights6 records
Secret Recipe competitors and assessment
Company assessmentEmerging players
- Zus Coffee: Rapidly expanding Malaysian specialty coffee brand operating on a tech-led, app-first model; competing for the next generation of Malaysian café customers.
- Tealive: Fast-growing Malaysian lifestyle beverage chain with 700+ outlets; competing for mall-located beverage-led occasions with younger consumers.
Broad incumbents
- J.CO Donuts & Coffee: Southeast Asia café-donut chain offering a dessert-and-beverage-led concept with a comparable regional footprint and mall-based outlet strategy.
- Dunkin' Donuts: Global donut-and-beverage chain operating across Secret Recipe's geographies; competes for celebration-driven purchases and mall traffic.
- Starbucks: Global café incumbent with deep Malaysian presence; competes for café dining occasions and workplace coffee spend adjacent to Secret Recipe's catchments.
Direct peers
- OldTown White Coffee: Malaysian heritage café chain offering all-day dining with signature beverages and limited dessert options; competes for the same mall-foot-traffic customer as Secret Recipe.
- BreadTalk: Asia-based bakery café chain known for gourmet baked goods and signature buns; directly comparable as a multi-country, premium-bakery retail concept.
- San Francisco Coffee: Malaysian specialty coffee chain operating cafés across mall and high-street locations, targeting the same Malaysian middle-class café segment as Secret Recipe.
- The Coffee Bean & Tea Leaf: International café chain with strong Southeast Asia presence, offering a similar café + dessert/beverage hybrid concept directly comparable to Secret Recipe's model.
Regional players
- The Cake Shop (by MJ Cake Shoppe / generic): Malaysia-focused bakery and cake specialist serving celebration occasions similar to Secret Recipe's core cake business.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights6 records
Customer concentration
Secret Recipe social profiles
Digital presenceSecret Recipe compliance and trust
Trust signalCompliance1 record
Secret Recipe financial estimates
Financial estimateRevenue estimate
Valuation estimate
Secret Recipe leadership team
Management profileNumber of profiles
Profiles1 record
Secret Recipe funding detail
Funding detailFunding overview
Funding rounds1 record
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Secret Recipe M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Secret Recipe
What does Secret Recipe do?
Secret Recipe operates a regional cake shop and lifestyle café chain, producing and selling 35+ varieties of gourmet cakes (cream cakes, cheesecakes, chocolate cakes, the premium Platinum Collection, 6-inch range, and brownies), alongside pastries, Western and Asian cuisine, and beverages. The company monetizes these offerings through 440+ dine-in outlets, GrabFood delivery, SR GO! scheduled pickup, SR Rewards membership, corporate voucher sales, and digital gift cards.
Is Secret Recipe a public or private company?
Secret Recipe is a private company. It is classified as venture growth investor backed and is currently operating.
When was Secret Recipe founded?
Secret Recipe was founded in 1997. It employs 1 to 10 people.
Where is Secret Recipe based?
Secret Recipe is headquartered in Selangor, Malaysia, in the Asia region.
How does Secret Recipe make money?
Five revenue lines are on record. Retail Store Sales are the primary driver. The others are delivery Services, corporate Sales (Vouchers), gift Cards and SR Rewards Loyalty Program.
Who are Secret Recipe's main competitors?
Emerging players on record are Zus Coffee and Tealive. Broad incumbents are J.CO Donuts & Coffee, Dunkin' Donuts and Starbucks. Direct peers are OldTown White Coffee, BreadTalk, San Francisco Coffee and The Coffee Bean & Tea Leaf. The Cake Shop (by MJ Cake Shoppe / generic) is listed as a regional player.
Does Secret Recipe have an API?
No public API is recorded for Secret Recipe.
What industry is Secret Recipe in?
Secret Recipe's product category is Café and Bakery Chain. Its primary akta.pro industry code is THAFADAH, Dessert Cafes (Coffee + Desserts), with a secondary code of THAFAFAC, Cake Shops & Custom Celebration Cakes. Its NAICS code is 311811 and its SIC code is 5810.