Choi Heong Yuen Bakery Macau Achieves SGS QualiCert Service Certification

Choi Heong Yuen Bakery Macau, a brand with over 90 years of heritage, has achieved the SGS QualiCert Certification for its Macau specialty retail shop services. First certified in 2005, the bakery demonstrates its dedication to delivering high-quality, customer-focused service supported by internationally recognized best practices.

Miranda Kwan, Director of Business Assurance, SGS Hong Kong, said: “Choi Heong Yuen Bakery Macau’s achievement reflects not only compliance with international standards but also a deep commitment to customer care and cultural heritage. With nearly a century of history, the company embraces continuous improvement while staying true to its roots.”

Alan Wong, Chief Executive Officer of Choi Heong Yuen Bakery Macau, said: “We are deeply honored to have achieved the SGS QualiCert Certification. This rigorous international validation by a third party not only affirms Choi Heong Yuen Bakery Macau’s long-standing commitment to service quality but also motivates us to further enhance our customer service experience. As Macau’s time-honored bakery brand, we will take this certification as a new starting point to continue delivering thoughtful service that exceeds customer expectations, and to share Macau’s authentic flavors and cultural charm with every visitor.”

Why Choi Heong Yuen Bakery Macau pursued QualiCert certification?

Choi Heong Yuen Bakery Macau underwent SGS’s rigorous international QualiCert assessment to enhance service quality. By defining its own service standards and validating them through SGS, the bakery has strengthened consistency across its Macau specialty retail shops and overall service performance. This certification enables the brand to view service from the customer’s perspective, identify areas for improvement and reinforce a culture of continuous enhancement.

Benefits gained from the certification journey

Through the QualiCert audit process, including mystery shopper evaluations, the bakery gained meaningful insights into its day-to-day operations. This external perspective helped the team identify service details that could be refined and strengthened. The audit report provided targeted recommendations, such as enhancing standard operating procedures (SPO) and training programs, helping the brand improve internal management and drive efficiency.

Repeated service checks and performance assessments helped the bakery benchmark its service levels within the industry and address gaps proactively. The certification also fostered stronger service awareness among staff, strengthening alignment on delivering an exceptional customer experience.

Why choose SGS Qualicert?

QualiCert is a globally recognized service verification model that helps organizations enhance service quality, build trust and strengthen competitiveness. It enables companies to define service standards based on customer expectations, which are then validated by a review committee composed of officials, industry experts and consumer groups. SGS auditors act as mystery shoppers to ensure service consistency and authenticity.

Benefits include:

• Improve the service orientation across the organization
• Identify service quality standards in the industry
• Ensure service quality standards are endorsed by key stakeholder groups
• Strengthen customer confidence in service quality 
• Confirm that distributor or supplier service practices meet brand requirements