NORTH-EAST baker Greggs is to create more than 100 jobs in the region this year, its chief executive said yesterday.

The company could also open its first North-East concept store after the success of the more upmarket branches in London.

Chief executive Ken McMeikan was speaking after the release of a festive season trading update, which showed the Newcastle firm enjoyed its best Christmas week of trading as customers flocked to the high street following the bad weather.

The last-minute rush by many shoppers, combined with Christmas Day falling on a Saturday, drove strong sales.

Between the beginning of November through to the end of the year, the firm sold more than eight million mince pies and nearly two million festive bakes, a turkey and cranberry stuffed pastry.

During the Christmas trading period there was also a 26 per cent increase in its sales of coffee which, combined with other hot drinks, now account for between four and five per cent of the firm’s overall sales.

The company, which added 68 stores last year, taking it to 1,487, is planning to open 80 shops this year, with more than ten of those likely to be in the North-East.

Mr McMeikan said: “There will be new shops in the North-East.

“In an average Greggs shop there are ten to 12 employees.

That would be 100 plus jobs in the North-East.”

The firm also completed 135 shop refurbishments last year, including 28 new concept stores, which are more akin to upmarket coffee shops and feature soft lighting, dark-wood fittings and more browsing space.

Mr McMeikan was delighted with the performance of the concept shops, which had been introduced around London, but were now expected to be rolled out to other parts of the UK.

He said: “We have plans over the course of the year to open more around the UK.

Part of the criteria will be which shops due for refurbishment are best suited for the concept shops. I wouldn’t be surprised if we see a concept shop in the North-East.”

Total sales for the five-week Christmas trading period to January 8 grew by 3.5 per cent, with like-for-like sales increasing by 0.6 per cent.

Mr McMeikan also praised his staff for contributing to a remarkable performance during the Artic-like weather, with one employee walking 14 miles in the snow to and from work to open a shop.

For the 2010 financial year as a whole, ending January 1, Greggs total sales increased by 2.2 per cent.