Day 298 - 11 Nov 96 - Page 22


     
     1   MR. JUSTICE BELL:  First time he gave evidence?
     2
     3   MR. RAMPTON:   Yes, first time he gave evidence, I think, and
     4        I think Mr. Cannon also referred to it, but I am not so
     5        sure about that.
     6
     7   MS. STEEL:   That was a reduction of between 12 and 24 percent
     8        if there was reduced fat intake.  I am just trying to get
     9        rid of some loose notes that I have got.  During the
    10        evidence of John Hawkes, McDonald's UK chief marketing
    11        officer, he said on day 41, page 13, line 43, that the
    12        heaviest users of McDonald's are 16 to 24 year-olds who
    13        also eat a lot of other fast food.  I mean, this ties in
    14        with other points that have been made.
    15
    16        I think you might have had this, or this might be what you
    17        were referring to this morning about David Green, vice
    18        president of marketing in the USA, who said that half of
    19        those who eat out do so at fast food stores, a third of
    20        whom eat at burger joints and 40 percent of those eat at
    21        McDonald's.  I have got a reference for that of 43, 20, it
    22        is either day 45 or day 46.  I am not sure.  He said 85 to
    23        95 percent of Americans visited McDonald's -- I think that
    24        is in a year.  In any year.  Although a quarter of their
    25        customers made 75 percent of all visits.  That was 45, 42,
    26        42.  I don't know if you need it, but the 85 to 95 percent
    27        of Americans was 46, 7, 49, and that 11 percent of visits
    28        were from super heavy users who ate there four or more
    29        times a week.  That was 45, 2, 59.
    30
    31   MR. JUSTICE BELL:  Did you say 2 or 52?
    32
    33   MS. STEEL:   The figures are greater than that in the pie chart
    34        which McDonald's supplied.
    35
    36   MR JUSTICE BELL:  Did you say 45, 2 or 50, 2.
    37
    38   MS. STEEL:   50, 2.  And Mr. Green, we have had this already,
    39        but the reference to Mr. Green saying that McDonald's
    40        marketing strategy was to target heavy users to increase
    41        their frequency of visits was day 45, page 54, line 43.
    42        The reference to Mr. Green saying that McDonald's food --
    43        the description of McDonald's food as nutritious was, the
    44        meaning was that it provided nutrients and can be part of a
    45        healthy balanced diet was on day 43, page 64, line 60.  And
    46        he admitted that that could also apply to a packet of
    47        sweets.  That was 44, page 16, line 13.  And then his view
    48        about Coca-cola providing water, that that was part of a
    49        balanced diet, was day 46, page 45, line 56.
    50
    51   MR JUSTICE BELL:  Just pause a moment, please.  (Pause) yes.
    52
    53   MS. STEEL:   Mr. Green actually admitted, well he stated, that
    54        McDonald's did not propose that people could sensibly eat
    55        McDonald's food as part of a diet composed largely of that
    56        kind of food, which is exactly what is happening in
    57        reality.  That was on day 43, page 65, line 9.
    58
    59        A final point on his evidence was that we put to him the
    60        food and drug administrations official definition of a

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