Patrick Sim is the current Managing Director of Secret Recipe, one of Malaysia’s largest chain café brands with over 350 locations locally and 500 stores worldwide. He has been with the Food & Beverage business for over 10 years, with a background in Accounting where he has a CPA Australia professional qualification and an MBA from the University of West England.

Currently he is also a council member of Malaysia Retail Chain Association’s Food & Beverage division, representing and being a prominent voice of the industry.

The Secret Recipe group brings over 25 years of experience in retail network and expansion, marketing and branding, F&B operations, local and international franchising, product development, food manufacturing and supply chain management to the table.