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Malaysia's Secret Recipe Plans 100 China Outlets

July 10, 2006 | By ChinaRetailNews.com Editor | Print Print | Email Email

Steven Sim, CEO of Malaysian confectioner Secret Recipe, says the company plans to open 100 outlets in China by 2010.

Speaking to reporters on July 6 after signing international franchise agreements with the company’s partners from East Malaysia, India and New Zealand in Putrajaya, Sim said China is "a challenging market" and a lot of ground work needed to be done.

He said the company was looking at either carrying out a joint venture with local partners or implementing a franchise scheme in its expansion to China.

"Obviously Shanghai will be our first target market and Beijing next," Sim said.

There are currently 120 Secret Recipe outlets in Southeast Asia.

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