Quanjude: 18th century eatery becomes today's food star

The name "Quanjude" is now synonymous with roast duck for many of China's more knowledgeable gourmets. Such is its popularity that the term has now transcended its Beijing roots and become a truly national icon in terms of quality food.

However, despite its deep-rooted associations with a particular dish, "Quanjude" no longer solely refers to just a much-loved form of cuisine - it is now also associated with a burgeoning range of restaurants, brands and products all marketed under the China Quanjude (Group) Co Ltd banner.

This shift in emphasis occurred in 2004 when Beijing Tourism Group (BTG) took over Quanjude. According to Duan Qiang, chairman of BTG, the company is set to give Quanjude a major revamp. This will see the Quanjude, with a trading history dating back to 1864, transformed into a forward-looking 21st century business.