About Secret Recipe
Secret Recipe is a Retail company based in Kuala Lumpur (Malaysia) founded in 1997. Operator of cake shops and cafes offering cakes and WesternAsian food. Secret Recipe has raised $30.7 million across 1 funding round from investors including Fosun. Its website secretrecipe.com.my draws about 174 thousand monthly visits. Secret Recipe offers products and services including Gourmet Cakes and Cafe Services. Its focus areas include Consumer Goods, Retail Chains, Horizontal and Convenience Stores. Its legal entity is Secret Recipe Cakes & Cafe Sdn Bhd.
Company details
Secret Recipe was founded in 1997 in Kuala Lumpur, Malaysia, within the food and beverage sector. Cake shops and cafes are managed, featuring a range of cakes, desserts, and savory Western and Asian dishes. Online ordering and pickup services are provided, along with gift cards and e-vouchers. Operations emphasize delivery options through a maintained online platform, supporting customer access across outlets.
- Headquarters Kuala Lumpur, Malaysia
- SectorsRetail
- Website category Food and Drink · Restaurants and Delivery
- Website secretrecipe.com.my
- Social X Facebook Instagram YouTube
- Legal Name Secret Recipe Cakes & Cafe Sdn Bhd
- Total Equity Funding$30.7M (USD)
in 1 rounds
- Latest Funding Round$30.7M (USD), Private Equity Round
Feb 2014
- Investors
Products & Services of Secret Recipe
Secret Recipe offers a comprehensive portfolio of products and services, including Gourmet Cakes and Cafe Services.
Gourmet cakes are baked using premium ingredients and offered for various occasions in outlets
Western and Asian cuisine is served alongside beverages in cafe settings across multiple locations
Apps and channels of Secret Recipe
Secret Recipe publishes 2 mobile apps with over 500K+ downloads; its YouTube channel Secret Recipe Malaysia has 1.93K subscribers and 30 videos.
Videos from Secret Recipe
The most watched videos on Secret Recipe's YouTube channel, Secret Recipe Malaysia (1.93K subscribers). Click a video to play it here.
More on Secret Recipe Malaysia.
Funding Insights of Secret Recipe
Secret Recipe has successfully raised a total of $30.7M through 1 strategic funding round. The most recent funding activity was a Private Equity Round of $30.7 million completed in February 2014. This substantial capital infusion reflects strong investor confidence in the company's business model, growth potential, and market opportunities. The funding enables strategic expansion, product development, market penetration, and operational scaling to drive long-term value creation and competitive advantage.
- Total Funding $30.7M
- Total Rounds 1
- Last Round Private Equity Round — $30.7M
- First Round $30.7M
(Feb 2014)
- Investors Count 1
All 1 funding rounds of Secret Recipe with amounts and investors; the two latest post-money valuations are shown, the rest are part of the premium plan.
| Date | Amount | Transaction Name | Valuation | Lead Investors | Investors |
|---|---|---|---|---|---|
| Feb 2014 | $30.7M | Private Equity Round | – | – |
1 investors in total: 1 institutional.
Investors in Secret Recipe
Secret Recipe has secured backing from 1 investor, including institutional investors. Prominent investors backing the company include Fosun.
| Investor | Description | Founded Year | Domain | Location |
|---|---|---|---|---|
Diversified investment, asset management, and insurance services are offered globally. | 1992 | fosun.com | Shanghai, China |
Investor details for Secret Recipe
The complete investor list, round-by-round participation and investor portfolios require an active premium plan.
- Complete investor list
- Round participation
- Investor portfolios
- Co-investor network
Verified entity values are shown only after access is granted.
Timeline of Secret Recipe
2 dated milestones of Secret Recipe across 17 years, from founding to its latest funding, stage changes and deals.
- Founded Secret Recipe is founded.
- Funding First funding round of $30.7M.
Web traffic of Secret Recipe
The website of Secret Recipe (secretrecipe.com.my) receives about 173.8K visits a month and ranks #180,379 among all websites worldwide, #5,830 in Restaurants and Delivery.
- Monthly visits173.8K
▼ 13.2% vs previous month
- Unique visitors93.5K
per month
- Global rank#180,379
among all websites
- Category rank#5,830
Food and Drink · Restaurants and Delivery
- Bounce rate41%
- Pages per visit4.1
- Average visit1 min 46 sec
- DevicesDesktop 10% · Mobile 90%
Websites whose visitors overlap most with Secret Recipe. Affinity shows how closely the audiences match.
| Website | Domain | Audience affinity | Monthly visits | Global rank | Profile |
|---|---|---|---|---|---|
kings.com.my | kings.com.my | 100% | #7,335,589 | – | |
caketella.com | caketella.com | 78% | #1,992,830 | – | |
| thechickenriceshop.com | 77% | 60K | #425,186 | View details | |
nadeje.com.my | nadeje.com.my | 77% | #3,334,685 | – | |
kennyhillsbakers.com | kennyhillsbakers.com | 77% | #1,095,839 | – | |
| •••••••••• | ••••••.com | ••% | •.•M | #••••• | – |
| •••••••••• | ••••••.com | ••% | •.•M | #••••• | – |
| •••••••••• | ••••••.com | ••% | •.•M | #••••• | – |
All 21 similar websites and full traffic analytics for Secret Recipe
The complete similar-websites list, audience overlap and engagement analytics require an active premium plan.
- 21 similar websites
- Audience overlap
- Engagement analytics
- Traffic by brand
Verified entity values are shown only after access is granted.
Unlock complete access to The Company Check
Get unrestricted viewing across everything we track — from companies and brands to investors, funding rounds, acquisitions, financials, and more.
- Unlimited viewing on all profiles Companies, investors, financials, funding, acquisitions & directors
- Full access to every database India & global coverage, advanced filters and rich profile details
- Always-on access from your team account Single premium plan for everything you see on the portal
Frequently Asked Questions about Secret Recipe
Secret Recipe was founded in 1997 and raised its 1st funding round 17 years after it was founded.
Secret Recipe is headquartered in Kuala Lumpur, Malaysia.
Secret Recipe is a funded company, having raised a total of $30.7M across 1 funding round to date. The company's 1st funding round was a Private Equity Round of $30.7M, raised on Feb 2014.
Secret Recipe was founded in 1997 in Kuala Lumpur, Malaysia, within the food and beverage sector. Cake shops and cafes are managed, featuring a range of cakes, desserts, and savory Western and Asian dishes. Online ordering and pickup services are provided, along with gift cards and e-vouchers. Operations emphasize delivery options through a maintained online platform, supporting customer access across outlets.
Secret Recipe offers Gourmet Cakes and Cafe Services.
Secret Recipe has 1 investor. Key investors include Fosun.
Secret Recipe operates through Secret Recipe Cakes & Cafe Sdn Bhd.
Yes. Secret Recipe publishes Secret Recipe My and 1 more app, with over 500,000 downloads.
The website of Secret Recipe receives about 174 thousand visits a month and ranks #180,379 among all websites worldwide.