Day 123 - 09 May 95 - Page 41
1 A. I think that it would be fair to say that where there
2 is not much of a tradition we would want the general
3 populous to know; we would want the 17 to 34 age group, in
4 particular, to be informed about McDonald's, and what
5 products McDonald's served. In addition to that, we would
6 want to inform children. But I think, most importantly,
7 you certainly would want adults to know what McDonald's
8 offer, what we stood for, so that they would be encouraged
9 to want to bring their families, their kids. That is
10 notwithstanding the fact in some countries, as has been
11 given in previous testimony, that we might lead off with
12 children's advertising, but I would say, in general, in
13 countries I have some knowledge of that we generally would
14 go after our target audience, which would be the 18 to 34
15 age group, 17 to 34 age group.
16
17 Q. Are you aware that dietary changes in countries which did
18 not have a western dietary tradition are having a health
19 effect on the health of the country?
20 A. No, I am not aware of that. I do not think that is a
21 fair conclusion.
22
23 Q. You portray your food as nutritious ---
24 A. Our food is nutritious.
25
26 Q. -- in America. Whether it is or is not, you portray it as
27 nutritious, do you not?
28 A. Our food is nutritious.
29
30 Q. I am asking about portrayal.
31
32 MR. JUSTICE BELL: Do you portray it as nutritious as well?
33 A. In our advertising, yes.
34
35 MR. MORRIS: Do you do that all over the world, wherever you
36 advertise, or in some countries you do not?
37 A. In some countries we do not, yes.
38
39 Q. Which countries do you not portray it as nutritious?
40 A. I am not saying that -- in the countries we do not we
41 have made a conscious choice to, let us say, have a heavier
42 promotion schedule then to talk about the quality of our
43 products. So that the type of advertising would really
44 depend upon what strategic initiatives have been set forth
45 by local management.
46
47 Q. But you would still have nutrition booklets in your stores?
48 A. Yes.
49
50 Q. Which would portray the food as generally nutritious?
51 A. That is correct.
52
53 Q. When you portray your food as nutritious, before you decide
54 on that, do you take nutritional guidance from your
55 nutritional consultants?
56 A. Yes, we have independent consultations by
57 independent -- I mean, outside -- laboratories who will
58 conduct tests on our products and provide us with
59 information about our products, as well as the fact we have
60 nutritionists on staff that also provide us with
