Secret Recipe elevates Patrick Sim to group CEO

Secret Recipe Cakes and Cafe (Secret Recipe) has elevated Patrick Sim (pictured) to the role of group CEO, succeeding its founder Dato Steven Sim.

In his new role, Sim will be in charge of leading Secret Recipe into the next era, as well as growing and building the brand to the next level. He will also be tasked at modernising and transforming the organisation through digitalisation and people forward initiatives. 

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Prior to the appointment, Sim has been with the cake and cafe chain for over 11 years, taking on multiple roles. He joined the company in 2013 as a cost control manager before helming the roles of group business development manager in 2015, group business development director in 2017 and managing director in 2022, according to his LinkedIn. 

In a conversation with A+M, Sim said: "Secret Recipe has been a household brand in Malaysia for the last 27 years, with 360 outlets in Malaysia. I have been with the organisation for over 10 years, and I look forward to continue building and growing this legacy to a new level." 

"It will be a very challenging role in an ever-competitive F&B market, but I’m very motivated by the positive changes I am able to bring not just to the brand, but to our people and the industry as a whole as well," he added. 

Secret Recipe has been a faithful constant in the lives of Malaysians looking for hearty meals and decadent desserts. In an exclusive interview with Evelyn Lee, Secret Recipe's head of marketing in 2023, she said the brand is shifting to appeal to a new generation of customers in order to maintain popularity on social media design. 

“With the Gen Z audience being the most avid users of social media platforms, partnering with social media influencers whose content aligns with the brand has helped expand our reach among the Gen Z crowd, apart from going on platforms that are more Gen Z-friendly such as TikTok and Instagram," said Lee.

"This means putting forth content and using tones of voice that are more relatable to them, moving away from the usual corporate-style posts. After all, it is where we can all have a bit more fun and engage with our audiences,” she added.

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