Day 042 - 31 Oct 94 - Page 19
1 through the next few hours quickly, then if you can
2 persuade them to come and buy one of your hamburgers rather
3 than get a packed sandwich and can of drink when they buy
4 their so many gallons of petrol, then that is one of your
5 marketing objectives, is it not?
6 A. Yes.
7
8 Q. It may be you say, "Primarily, we are aimed at our burger
9 competitors", but that is another objective?
10 A. Yes, it would be. Correct.
11
12 MR. MORRIS: It is a fact that the fast-food section of the
13 market as a whole, in terms of people eating food, is
14 growing as a percentage; is that correct?
15 A. It is correct, yes.
16
17 Q. More people are eating fast-food now than they were 20
18 years ago?
19 A. That is true, yes.
20
21 Q. From your experience, would you say that the fast-food
22 companies, such as burger companies, specifically, that you
23 are in direct immediate close competition with you, as a
24 whole, they are the largest advertisers of eating-out food
25 by far?
26 A. We-----
27
28 Q. Collectively?
29 A. I would believe we would be, yes, because every-----
30
31 Q. Chinese restaurants, for example, are hardly advertised at
32 all.
33 A. Yes. The reason for it is because we, together with
34 our key competition -- and this would include pizza, as
35 well -- are branded and, therefore, are one company that
36 can actually go out and advertise in that sense. There are
37 something like 10,000 fish and chip shops in this country
38 which, if they ever got together to advertise, would be
39 more powerful than us, but because they are not branded,
40 they do not do that; similarly, with Chinese and Indian
41 restaurants.
42
43 MS. STEEL: An advertisement was shown yesterday where there was
44 a couple out shopping and then they decided to go into
45 McDonald's. Was that depicting a sort of typical thing
46 that McDonald's is aware of happening?
47 A. Yes. It is quite a typical situation.
48
49 Q. That people are out shopping and then think they will drop
50 in?
51 A. Yes.
52
53 Q. That would go for parents out shopping with their kids?
54 A. Yes, it may well do.
55
56 Q. It might be that they had not intended to go into
57 McDonald's, they have not planned to go out for a meal?
58 A. That is possible, too.
59
60 Q. Would it be fair to say that, quite frequently, mothers, in
