Datuk Steven Sim

Datuk Steven Sim

Datuk Steven Sim, a modern entrepreneur who has established Secret Recipe cafe and turned it into a successful homegrown franchise business. He has created one of the most recognized Malaysian brands. He started the business in 1997 with 3 of his nephew who were bakers. The company has grown and today has more than 300 staff nationwide and still growing. Currently, Secret Recipe has presence in countries like Philippines, China, Thailand and Singapore.

Datuk Steven has worked with international companies in the field marketing and brand--specific oversees a network of offices in Asia Pacific countries. He has learned a lot especially when he has the opportunity to visit different countries throughout his career. He started the first premise of Secret Recipe at SS2 Petaling Jaya. When he first started the chain in 1997, he had a selection of 12 to 25 cakes. Besides, at those days, because lack of capital for promote on the first shop of Secret Recipe, Datuk Steven did his own marketing by offering free coffee. It happened a positive situation that customers trying to enjoy free coffee with the cakes sold there. Five years ago in 2001, when he went into fusion meals, he had only four on the menu. Today, he has a variety of 50 cakes and 60 fusion meals and drinks.