Transcript of Secret Recipe
HISTORY OF SECRET RECIPE CAKES & CAFÉ SDN BHD
Secret Recipe, a lifestyle café chain has become a household name following its debut in 1997. Secret Recipe has successfully established its brand name in Malaysia, Singapore, Indonesia, Thailand, China and Philippines by virtue of its fine quality cakes, fusion food and distinctive service.
A leading and largest café chain in Malaysia, with Halal certification awarded by Jabatan Kemajuan Islam Malaysia (JAKIM), Secret Recipe is committed to continue to adhere to the standards of preparation of all food in the restaurant in accordance to the regulatory guidelines. Customers can always enjoy in confidence from more than 20 types of fusion food, 40 cake creations and pastries, with a flavourful range of ice cream and beverages offered in all Secret Recipe outlets.
The company has registered an impressive double-digit growth for the past 5 years. In a short period of ten years, Secret Recipe has experienced a rapid growth of over 150 cafes throughout the region. Secret Recipe continuously strives to surpass its own accomplishments
PROBLEM STATEMENT
Do the customers at Secret Recipe Cakes & Café Sdn Bhd achieve the satisfaction with the services and products provided by this company?
OBJECTIVES OF STUDY
To analyse price are set by Secret Recipe Cakes & Café Sdn Bhd. This is to simplify the choices of the customer by introducing same pricing for foods of the same type.
To analyse the customer satisfaction towards the services and products provided by Secret Recipe Cakes & Café Sdn Bhd.
To analyse whether Secret Recipe Cakes & Café Sdn Bhd location is strategic for the customers to find and visit.
To analyse quality of cakes at Secret Recipe Cakes & Café Sdn Bhd.
BACKGROUND OF STUDY
PRICING
PROMOTION
Secret Recipe Cakes & Café Sdn Bhd, the advertising of the franchise business as a whole will be place by the induct company and major newspaper. At the grand opening of branch, they will hold an opening party. Free foods such as signature cheesecakes and drinks from menu will be served. By this method, it can gain publicity and build branch name in the town. The grand opening of the branch in Tanah Merah will be put up-in website of Secret Recipe Cakes & Café as free advertising. Besides that, Secret Recipe Cakes & Café Sdn Bhd also put up banner at the lamp post along the main road into the town to bring out the awareness of residents in town of the opening of our café.
Apart from that they will place advertisement of the opening of our shop in local daily newspaper. This an effective ways of spreading the works among the local to let them aware of the branch new café existence.
Secret Recipe Cakes & Café Sdn Bhd also offer birthday promotion for the birthday girl or boy with the condition of purchasing a whole cake and the birthday girl or boy will be given a complimentary meal and drink. The second promotion is RM 15 per meal which comes with a drink. The customer can choose the meal and drink from the given set menu.
PRODUCT
Secret Recipe Cakes & Café Sdn Bhd is well known in Malaysia for its find quality cakes, fusion, food and distinctive service. Our well-guarded homemade recipes have become favourites for both old and young. We are serving a wide selection of more than 40 types of gourmet quality cake and other bakes desserts. Other than that we also offer savoury foods such as local delicacies and fusion food. It includes Secret Recipe award winning Lamb-Stew and other favourite's dish of all time, Black Pepper Chicken, Kebab and Pasta.
Besides that, Secret Recipe Cakes & Café Sdn Bhd also offer more than 40 types of different cheesecake, chocolate cake, and brownies. Other than that, it also offer seasonal cakes using seasonal ingredient in Malaysia such as Durian Cake, Durian Cheesecake and Hazel Cheesecake. Health cake was introduced to the market as the market trend shift to healthier lifestyle. Sugar free and trans-free cake such as Sugar Free Moist Chocolate Cake and Hi-fiber Cream Cheese was put on shelf and gets good review from the customers.
Next, Secret Recipe Cakes & Café Sdn Bhd do have the service of baking cake in shape of different character of Disney cartoon based on the preference of customer's choice of flavour. Customer can choose the cartoon character pose from our album and choose up to three different flavours depending on how big the cake they want. This cake reservation must be made 3 days in advance.
Secret Recipe Cakes & Café Sdn Bhd menu includes a few sections, which are:
Vegetarian: Its offers choice of salads and Japanese soba for those who vegetarian or those who wish to have a fresh bowl of salad as appetizer.
Soup: Secret recipe does have well-guarded recipes of soups such as mushroom soup, pumpkin soup, carrot and ginger soup.
Chicken: This section serves chicken in a variety of dish such as Chicken Steak Burger with Fries, Grilled Chicken (Black Pepper, Mushroom, and BBQ), Chicken Kebab and many more delicious dish with chicken.
Pasta: It also offers spaghetti with recipe all over the world no matter western and Asia, such as Spaghetti Bolognese and Tom Yam spaghetti. It is popular food in Secret Recipe menu.
Asian Classic: This section provides the best food selected from all over Asia.
Fish and Lamb: The Lamb Stew has been awarded 'Best Lamb Stew Award', it had becomes a signature dish in Secret Recipe. Western foods are also served such as Fish and Chips.
Kids Club: Secret Recipe café had been also considering kids favourites dish and so gather it in menu too. It comes in a smaller portion and smaller bite to case the kids in dining.
Pies: It offer best pies recipe and created to engage the taste buds of customer.
Brownies: Brownies are offer in Secret Recipe Café with a variety choice. It is suitable for both young and old and in comes in a find texture of taste and quality.
Secret Recipe Café also serves a variety choice of drinks that includes Coffee, Organic Tea, Milk Shake, Yogurt Shake, Fruit Juice, Ice Blende, Ice Tea and also hot drinks.
PLACE
Secret Recipe, a lifestyle café chain has become a household name following its debut in 1997. Secret Recipe has successfully established its brand name in Malaysia, Singapore, Indonesia, Thailand, China and Philippines by virtue of its fine quality cakes, fusion food and distinctive service. A leading and largest café chain in Malaysia, with Halal certification awarded by Jabatan Kemajuan Islam Malaysia (JAKIM), Secret Recipe is committed to continue to adhere to the standards of preparation of all food in the restaurant in accordance to the regulatory guidelines. Customers can always enjoy in confidence from more than 20 types of fusion food, 40 cake creations and pastries, with a flavourful range of ice cream and beverages offered in all Secret Recipe outlets. The company has registered an impressive double-digit growth for the past 5 years. In a short period of ten years, Secret Recipe has experienced a rapid growth of over 150 cafes throughout the region. Secret Recipe continuously strives to surpass its own accomplishments and to be recognized as a leader in the industry.
SCOPE OF STUDY
Secret Recipe Cakes & Cafe
Customers' satisfaction is very important as it can help the company to develop. The problem faced by Secret Recipe Cakes & Café Sdn Bhd is that the customers satisfactions towards services and products provided by the company. Actually there are many questions to be answered when it comes to customer satisfaction towards services and product because we don't know, many customers, but different and variety choices of interest. Services include how the agents treat the customers whether the communications between agents and customers are effectively understood or not. It can also be whether the agents treat customers nicely or not because it cannot be denied that some customers are very chosy and fussy in choosing the best product for themselves.
Do Secret Recipe Cakes & Café Sdn Bhd location strategic for the customers to find and visit?
The place of a company is a consideration to deal with when it involves the customers to come to get the services. The location is just by the road, but when the customers passed by, they cannot reverse on one-way path. So, they have to make a U-turn. Some customers may find it a problem to get just the right way to the company
Do the Secret Recipe Cakes & Café Sdn Bhd affordable?
Affordable for some people but not everyone because the price of cakes at standard RM 8.00 per slice of cake and a standard RM 83.00 per cake
Secret Recipe Cakes & Café Sdn Bhd uses a price lining strategy on certain categories of products. This is to simplify the choices of the customers by introducing same pricing for food of the same types.
Secret Recipe Cakes & Café Sdn Bhd mark up of 250% to arrive at menu price is at the industry average level range. This is to cover up the overheads generated to operate the business. Retail prices will be competitive at about $15 for the average meal which is about 30% above competitor's price. However customers are simply willing to pay more for have healthier, tasty food served in a clean, comfortable and pleasant environment.
Pricing objective is to be reasonable as possible for the average household income who demands a good dining experience, therefore the cap limit for which the average target market would be willing to pay for a meal slightly above the normal pricing. This applies to the ala carte meals only.
Another set of pricing policies for cakes which is different from the ala carte meals. Tapping into the idea and trend of people craving for Secret Recipe's Cakes. In addition, Secret Recipe Cakes & Café Sdn Bhd also introduces cakes at standard RM 8.00 per slice of cake and a standard RM 83.00 per cake.
Nevertheless, for cakes that requires custom designs, shapes, decorations, premium will be charged because of the usage of more than one recipes and the additional work on the cake. Customized cakes with one recipe will have a mark-up of 250% of the cost, to recipes will have mark-up of 600% on cost and 3 recipes will have a mark-up of 800% on cost. The premiums are paid for the amount of recipes used in the cake making process.
Malaysia
KELANTAN
METHODOLOGY
PRIMARY SOURCES
SECONDARY SOURCES
CONCLUSION
In the nutshell, we can conclude that most of the customers satisfy with the services and products provided by Secret Recipe Cakes & Café Sdn Bhd. It is analysed based on the survey and questionnaires that we gave the customers to answer. They satisfy with the warmth welcomed from the staff who pleasurably open the door for the customers to come in to the café. The staffs and agents are all friendly and treat customers nicely even though there are different behaviours of customers
The location of Secret Recipe Cakes & Café Sdn Bhd is strategic as it is just located by the road but some customers who are not familiar with Secret Recipe Cakes & Café Sdn Bhd or first time to visit it find it hard to find. It is a one-way path, so they have to make a U-turn just to get back to the company. But it can be easier because the customers can call the company to ask for the direction if they are confuse and do not know the location.
From the survey, we can also conclude that customers are satisfy with the facilities provided at Secret Recipe Cakes & Café Sdn Bhd. There are a lot of facilities provided at Secret Recipe Cakes & Café Sdn Bhd such as waiting room and air conditioner.
