Malaysian bakery franchise Secret Recipe Cakes & Café has signed franchise agreements to develop stores in New Zealand and India. The company, which has 95 outlets in its domestic market (45 franchised), is already established in Singapore (10 locations) by franchising, as well as Thailand (seven) and Indonesia (six), while a Master Franchisee has also been appointed for the Philippines.

"The fastest way to expand without huge upfront capital is by franchising," says Managing Cirector Steven Sim. "It takes a year to fully evaluate the market potential in a country and find the right business partner. The Master Franchisee has to share the Secret Recipe's vision. We position Secret Recipe as a place for middle-class families to sit down for an enjoyable meal and delicious cheesecakes. More important is the prompt and friendly customer service."

Published: 16 August 2006

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