McDonald is all set to reap the advantage of consumer trading down in the backdrop of consumer downturn. It will recruit 4,000 new employees increasing its current strength of 67,000-strong UK staff by 6 per cent.

The fast food chain will launch its national ad campaign to improve perceptions of people, about working as a fast food operator. According to McDonald’s UK spokesperson Nick Hindle, the chain’s expansion in Britain, its longer opening hours and increased footfalls in restaurants have created the need for recruitment of additional staff. After the launch of ten new sites in the UK, 600 new staff will have to be employed by the company.

Hindle informs that McDonald’s captured substantial market share of its rivals and increased sales by ten per cent in the first half of current financial year. According him, this was company’s ninth consecutive quarter sales growth last month.

Steve Easterbook, McDonald’s UK chief executive, claims that the company is more recession resistant than the other companies in the face of a gloomy economy.

He had launched a campaign against the dictionary explanation of McJob as “a low paid, un-stimulating job created by the service sector expansion”. McDonald will now be using the term “My McJob” in its new recruitment advertisement.

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