Exclusive by Matthew Legg Business editor

Last updated 09:34, Friday, 14 November 2008

Fifty new jobs are to be created at McDonald’s restaurants across Cumbria as the firm emerges as an unlikely winner in the credit crunch.

McDonald's

Full and part-time staff will be taken on at the firm’s Carlisle city centre outlet and its branches at Penrith, Workington and Whitehaven.

A number of assistant managers will also be recruited as part of the drive.

The move comes on the back of a 9.8 per cent growth in European sales and an 8.2 per cent worldwide increase for the fast food retailer last month as customers ‘trade down’ from more expensive eateries and opt for a cheap meal out.

Chris Nicholls, owner of the McDonald’s outlets in Carlisle city centre, Penrith, Workington and Whitehaven, said: “Our stores in Cumbria are bucking the economic trend and our sales are growing.

“The group has seen sales growth of nearly 10 per cent compared to last year, nationally and internationally.

“We are doing as well or better than that here and we are confident it will carry on into 2009,” he added.

“In Workington we are seeing a 14 per cent growth and in Whitehaven it is 11 per cent.

“The Carlisle city centre restaurant is not doing quite as well because of a drop in footfall across the city centre.

“The growth is definitely partly down to the credit crunch and the fact that people are starting to feel worse off.

“People are looking for value for money in everything and that includes eating out. If you can save a few quid by going to McDonald’s rather than a more expensive restaurant, it means a meal out you might not otherwise get,” said Mr Nicholls. “It’s also down to the investment we have made in our buildings in Cumbria, like the refurbishment of the Carlisle city centre outlet, and it is testament to the fantastic professionalism and customer service shown by my managers and their staff.”

Mr Nicholls said he believed McDonald’s was beginning to shrug off the negative image it had acquired in the wake of the Morgan Spurlock film Supersize Me and accusations its food is unhealthy.

He added: “I think we have pulled through that period and the message is getting through that eating sensibly can include an occasional McDonald’s. We have invested a lot in the menu and people are beginning to reassess their view of the business.”

Criticism had also been levelled at McDonald’s for its perceived ‘McJob’ culture, where employment was seen as low paid, low skilled and with little chance for advancement.

“We have done a lot to shake that off,” said Mr Nicholls.

“People can have very good careers with McDonald’s and any one of the 50 new staff we are taking on will have opportunities to move up within the company.

“We have had interest in the posts from across the spectrum, from school leavers to people in their 50s and 60s.”

McDonald’s operates 31,000 restaurants worldwide and intends to open a further 20 in the UK next year.