He left his job as a marketing director at a multinational company, where he was earning a five-figure monthly income, after spotting

a gap in the food and beverage (F&B) industry. At that time, there was a distinct lack of casual dining cafes in Malaysia, he explains. He set up the business together with three nephews, who are trained bakers, and a start-up capital of RM150,000. It was self-funded. Until today, we have not borrowed from the banks.

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Determined to be a trend-setter, Dato Steven introduced the first alfresco caf 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 caf 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 employment for unemployed graduates and women. The charitable side of him has translated to personal contributions to free clinics under HOPE Worldwide and sponsoring education for orphans. Recognizing his achievement in taking a piece of Malaysia out to the world, The Asia Pacific Brands Foundation conferred The BrandLaureate SMEs Brand Personality Award to Dato Steven Sim Leong Thun, Chief Executive Officer of Secret Recipe in.

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Customers can always enjoy in confidence from more than 20 types of fusion food, 40 cake creations and pastries, with a flavorful range of ice cream and beverages offered in all Secret Recipe outlets. Apart from selling cakes and foods, Secret Recipe also emphasis on the service they provide to their customers such as providing online ordering system, delivery system. Target market of Secret Recipe is focus on the medium and upper class society because they have good financial backgrounds and afford to buy the food in Secret Recipe which is a bit expensive if compare...

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After thinking for a name for weeks, Secret Recipe just came to me in a dream one day. I knew it would not go wrong. It is literally a secret recipe, Sim tells StarBizWeek.

Secret Recipe is a brand that is easily acceptable as our products and menus are adaptable in any market, he adds. Cakes, though western in origin, are quite universal and easy to relate to. It is not mind boggling or complicated; it is a product category that is fun and anyone can enjoy, he says. So, Sim and his nephews started their first Secret Recipe outlet in SS2, Petaling Jaya, in 1997. The company had very much focused on brand building early on. It created its own logo, corporate colour, marketing strategies, uniforms, menu layout, interior design and customer service standards. To be different, we 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, says Sim, who is also a well-known speaker at brand conferences and events. Building a sustainable business with a strong brand is no easy task, Sim says, adding that one must know what the brands strength is, focus on it and develop it consistently. Differentiation, innovation, adaptability, research and development, consistency, identity and brand promise are the ingredients that drive and grow our company, he says. Today, Secret Recipe Cakes & Cafe has grown from just one outlet with a staff of two to 200 outlets, including 50 overseas, and close to a total 4,000 employees. The company is targeting for 200 outlets domestically in two years. We will open a Secret Recipe outlet in Australia by year-end. We plan to have three there in the first year, he says, adding that it now has outlets in Singapore, Thailand, Indonesia, the Philippines, China, Pakistan and Brunei. I am very excited about this venture because it will be our first western market, Sim continues, referring to Australia. There was a lot of market research done in terms of lifestyle, cultural differences, food staples and food culture, he says. Sim recalls that when the Secret Recipe brand was first introduced in Singapore in 2000, it did not receive much attention, and had to compete with more established names from the United States, Europe, Australia, Hong Kong and even Singapore itself. We had to prove we are as good, if not better than any brand in Singapore. We have proven that by our market presence, sustainability, consistency and awards recognition, he says. In 2007, Secret Recipe Cakes & Cafe was awarded the International Franchisor of The Year award by Franchising and Licensing Association Singapore. The company has also been recognised as the Largest Caf Chain by the Malaysia Book of Records.

It grabbed several international awards such as Indonesias Best Restaurant Award 2006 given by Yayasan Penghargaan Prestasi Indonesia, Best Casual Dining Restaurant of The Year 2007/2008 by Hospitality Asia Platinum Awards and Philippine Tatler Best Restaurant 2008 by The Philippine Tatler Magazine. Sim says there are plans for three more outlets in Singapore this year, adding to the 15 it currently has in the island republic. Secret Recipe cafes not only offer a wide variety of cakes; the cafes concept is flexible, hence different menu items are offered in different countries. Thats why you can find Malaysian favourites like nasi lemakand mee goreng in some of the overseas outlets. In a way, this is to show that we are truly a Malaysian brand, Sim says, noting that overseas customers are under the impression that Secret Recipe is a western brand.

http://biz.thestar.com.my/news/story.asp?file=/2009/3/21/business/3471796&sec=business