Business Intelligence on Retailing, Franchising, and Consumerism in China

Secret Recipe Opens New Restaurant In Jiangsu

Secret Recipe, a Malaysian restaurant chain, opened its first restaurant in Changzhou, Jiangsu province, and the number of Secret Recipe restaurants now tops 70 in China.

As one of the largest casual restaurant chains in Southeast Asia, Secret Recipe mainly provides cakes, featured western-style food, and Southeast Asian dishes. The company runs over 300 chain restaurants in ten countries and regions, including Malaysia, China, Singapore, Indonesia, and Thailand.

Though Secret Recipe entered the Chinese market early in 2007, its expansion in the market was not fast and it only started acceleration from 2014.

In February 2014, Secret Recipe received an investment of CNY210.5 million from Fosun International Ltd, a Chinese investment company. With the investment, Fosun became the second largest shareholder of Secret Recipe. It is reportedly the first time for Fosun to invest in an overseas chain restaurant enterprise.

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