Secret Recipe: Cafe Chain SWAT Analysis

Background

Secret Recipe, a popular lifestyle cafe chain, has become a household name following its debut in 1997. Secret Recipe has successfully established in brandname in Malaysia, Singapore, Indonesia, Thailand, China, Philippines, Pakistan,Brunei and Australia by virtue of its fine quality cakes, fusion food and distinctive service. A leading and largest cafe chain in Malaysia, with Halal certification awarded by Jabatan Kemajuan Islam Malaysia (JKIM), Secret Recipe in committed to continue toad here to the standards of preparations of all food and processing plant in the restaurant in accordance to the regulatory guideline including HACCP and VHM guidelines.

Customers can always enjoy in confidence from more than 20 types of fusion food, 40 cakes creations and pastries, with a flavourful range of ice cream and beverages offered in all Secret Recipe outlets. In a short period of thirteen years, Secret Recipe has experienced a rapid growth of over one hundred and fifty (150) cafes throughout the region. Secret Recipe continuously strives to surplus its own accomplishments and to be recognized as a leader in the industry.

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Strengths

1. Brand

Secret Recipe has strong term on brand building earlier on by building easy to remembered logo, corporate colour, marketing strategies, uniforms,menu layout. Interior design and customer service standards to differ than others.

2. Product

The products offered at Secret Recipe are high in standard and quality, which specially crafted and tailored by the Secret Recipe. The products are also closely monitored to maintain their quality at their production plant in KlangValley and the restaurant also offers wide selections of secret recipe of homemadecakes, baked desserts, beverages, fusion foods and many others

3. Marketing

Secret Recipe have the strength in terms of cost as well as the marketing channels. They have utilized various methods of advertising and marketing through internet, brochures,catalogues, flyers, newspapers and television advertisement and many others. They also offered special cakes and menus during special occasion such as Valentine’sDay, Mother’s Day and others.

4. Franchised System

Franchise system is advantageous for Secret Recipe as they have the rights and access to data from the headquarters. All the tailored operational systems, purchasing systems, storing, products, service s standards, marketing and many others has bring ease of operations for Secret Recipe and minimize the drawbacks.