It will operate three large US restaurants in Malaysia next year
Food & beverage group Secret Recipe Cakes & Cafe has signed a partnership agreement with American restaurant group Darden Restaurants, Inc to bring three of its largest brands to Malaysia in the first half of next year.
Under the partnership, Secret Recipe will operate Red Lobster, Olive Garden and LongHorn Steakhouse outlets. The group intends to roll out the brands in stages, with an initial target of 13 outlets in Malaysia.
The partnership, signed in Florida in the United States, marked the group’s expansion into different target markets of consumers as well.
Secret Recipe group chief executive officer Datuk Steven Sim said the three brands were unique, each with its own offering that appeal to various market segments from working professionals to families.
“Sim said in an email that Darden’s brands were successful in Kuwait, United Arab Emirates and Saudi Arabia.
He believed that Malaysians and Asians would be receptive to new dining concepts and experience.
On the operations, Sim said the group would be well supported in terms of training, compliance standards, systems and processes by Darden International for each of the brands. “In addition, Darden will second a team of expertise to Malaysia to enhance the full know-how transfer to Secret Recipe.”
Darden International president Kim Lopdrup said Malaysia was selected as a base for its expansion in this region as it was the rapidlygrowing economy.
“In addition, with the support of the Malaysian Government, we have decided to locate our Asian franchising business in Malaysia.”
Last year, Darden Aquasciences Sdn Bhd, a subsidiary of Darden Restaurants, announced a project to develop the world’s first integrated lobster aquaculture park in Sabah under a US$600mil (RM1.86bil) deal. Darden will inject some RM1bil for the development.
The lobsters farmed there will be supplied to the Red Lobster chain.
“We don’t expect to reach the production stage until 2017 at the earliest. However, the Red Lobster restaurants developed by Secret Recipe will provide a way for Malaysian guests to enjoy lobsters from our Malaysian aquafarm, and give the farmers additional customers for their products,” he said.
Darden Restaurants, Inc is listed on the New York Stock Exchange. It is one of the world’s largest full-service restaurant companies with more than 2,100 restaurants, generating over US$8.5bil in annual sales.