Secret Recipe rides the WFH wave with 'SR GO!' campaign

Secret Recipe is tapping into Malaysia’s new work-from-home (WFH) reality with the launch of WFH meal sets via its SR GO! pick-up service and app, positioning the brand as a convenient option for workers juggling virtual meetings, long days and increasingly congested commutes.

As more organisations adopt flexible or hybrid work policies in response to traffic congestion and rising fuel costs, Secret Recipe is targeting office and remote workers who want to avoid queues and lost time during peak lunch hours.

The new WFH sets allow customers to schedule orders in advance and collect meals at a chosen time from their preferred outlet with no waiting.

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“We understand that balancing busy work-from-home schedules can be challenging, so we wanted to offer a more convenient mealtime solution. Our WFH sets allow customers to order ahead and collect their meals at their preferred time without disrupting their flow of work,” said Ryan Chung, marketing manager at Secret Recipe.

The WFH line-up includes a new 'Makan set', which pairs a main course with a slice of cake. Priced from RM22.50, it is aimed at lunch breaks or busy afternoons and can be ordered through the Secret Recipe app or via SR GO! web pick-up.

Main course options span popular items such as grilled black pepper chicken, shrimp aglio olio, and a range of fried rice and noodle dishes. Customers can then choose from signature cakes including Marble Cheese and Hokkaido Triple Cheese, as well as long-time favourites such as Chocolate Banana and Choc Cheese Berries. For an additional RM5, a beverage can be added to complete the meal.

For lighter breaks, Secret Recipe has introduced two WFH tea sets, priced from RM15. Each 'Tea set' includes one slice of cake and one beverage from a selected menu.

Tea Set A focuses on classic chocolate and cheese cakes, such as Chocolate Fudge and New York Cheese, while 'Tea set B' is positioned as a more premium option, featuring cakes such as Salted Caramel Macadamia Cheese and Thai Milk Tea Cake alongside freshly made drinks.

The offer is available for a limited time, with customers encouraged to select their nearest outlet and schedule pick-up in advance to avoid queues and keep their workday on track.

Secret Recipe’s move also lands at a time when work patterns and commuting habits in Malaysia are under pressure.

With traffic congestion worsening and global fuel prices rising amid ongoing geopolitical tensions, the Malaysian government has encouraged private sector employers to introduce work-from-home policies, while also granting WFH days for public sector workers. That shift has opened up new behaviour patterns around how, when and where people eat, commute and spend.

Brands have already started inserting themselves into the conversation. ZUS Coffee was among the first to respond with its “Bangun KL” initiative, offering a 30% discount on coffees between 7am and 8am at selected outlets across Kuala Lumpur and Putrajaya. Backed by the Federal Territories ministry, the campaign was framed as a way to encourage early risers and help ease peak-hour congestion.

The response, however, was mixed. While some Malaysians welcomed the effort, others criticised it as doing little to address the root causes of traffic gridlock. Federal Territories minister Hannah Yeoh defended the initiative, noting that it was a private sector effort that did not involve public spending and arguing that such moves were “better than doing nothing at all”.

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