Quanjude (Group) Co Ltd, China's oldest Peking duck restaurant chain, plans to switch to electric ovens, replacing traditional hand-roasting methods .

The move is aimed at maintaining food quality while the company expands its business across China, following its listing on the Shenzhen Stock Exchange a month ago.

A chef serves up the first roast duck at the opening of the Yayuncun outlet of Quanjude in northern Beijing in this file photo. Zhao Jing

Traditionally, the duck is hung in the oven and roasted by fruitwood flames. It takes about 45 minutes to cook a duck and chefs continually adjust the bird to ensure even roasting.

The electric ovens, which are operated by a computer and were jointly developed by Quanjude and a German company, will maintain the handmade techniques, but simplify roasting procedures, Xing Ying, Quanjude's general manager, said in yesterday's Beijing Morning Post.

Many of the Beijing-based outlets, as well as those in other regions of the country, must use the new ovens to ensure quality standards, Xing said.

A chef serves up the first roast duck at the opening of the Yayuncun outlet of Quanjude in northern Beijing in this file photo.

However, many worry the ducks may lose the firewood flavor and that computer-controlled roasting may not be as precise as an experienced chef.

Many also consider the chef-monitored roasting technique, which has been passed on for more than 140 years, to be a key Quanjude tradition and part of Beijing's culture. Computerized production may diminish the famous brand's luster.

Quanjude said they will spray a special natural fruit juice on the ducks before roasting and promised to maintain traditional hand-roasting techniques in some key Beijing restaurants.

The company, which sells more than 3 million ducks a year to some 5 million patrons, has raised 388 million yuan ($52 million) on the Shenzhen bourse to support its goal of growing into an international brand.

The company said it would use the proceeds for outlet renovation and expansion, as well as to upgrade its food production bases and logistic centers.

Quanjude has nine restaurants in Beijing, Shanghai, Chongqing and Changchun and 61 franchised outlets, including 56 on the mainland and five overseas.

Founded in 1864 during the Qing Dynasty (1644-1911), the last imperial rulers of China, it is one of the most renowned restaurants in China. Eating roast duck has become a main attraction for overseas tourists.