Day 042 - 31 Oct 94 - Page 60


     
     1
     2   MR. JUSTICE BELL:  How do you avoid ever doing it in front of
     3        children?  Are they not standing right beside the parent in
     4        question?
     5        A.  It is actually quite rare, yes.
     6
     7   MR. MORRIS:  Under "Free Premiums":  "When it comes to your
     8        McDonald's, offering free premiums for children is one of
     9        the best things you can do to make them loyal supporters of
    10        your restaurant".  Is that, in your experience, correct
    11        then?
    12        A.  Yes, it is certainly one of the best things you can do.
    13
    14   Q.   If we go down the bottom right hand side:  "McDonaldland
    15        Fun Times magazine".  Second to last paragraph -- sorry,
    16        above it it says something about its "12-page full-colour
    17        magazine that is published six times a year and distributed
    18        free of charge".  Underneath it says:  "The Magazine is an
    19        outstanding premium designed to reinforce the promise to
    20        Ronald-age children that McDonald's is a fun place.
    21
    22        Where do 28 million copies per year go?  Into the homes as
    23        a constant reminder of McDonald's."   Is that your
    24        experience?
    25        A.  Well, not mine personally because we do not run the
    26        McDonaldland Fund Times here.
    27
    28   Q.   So it does not happen in the UK?
    29        A.  It does not happen in the UK.
    30
    31   Q.   We will move on then.  "Birthday parties" over the page:
    32        "Everybody loves a birthday party- adults and senior
    33        citizens, but especially children.  Put them together at
    34        McDonald's and you've got an important way to generate
    35        added sales and profits, build total volume, promote
    36        off-hour business, and bring a lot of fun and excitement to
    37        your restaurant".  It may be an obvious question, but it is
    38        clear there that birthday parties are profit-making
    39        ventures for McDonald's?
    40        A.  Yes, they are.
    41
    42   Q.   If we move over the page just to reinforce that point, on
    43        the first column near the bottom, just above "Pricing
    44        Birthday Parties", it says:  "Suggestive-selling of food to
    45        adults attending the party - sold at menu-board prices -
    46        will expand the party's sales and profitability".  So, it
    47        is not just the children that are wanted at the party; it
    48        is the parents as well?
    49        A.  It is all very well if the parents come too, yes.
    50        Typically, what happens is the birthday party's child 
    51        parents come and stay at the party and most of the others 
    52        do not; they just come to deliver and pick up. 
    53
    54   MR. JUSTICE BELL:  Yes.  I remembered the other day when I could
    55        not remember whether I had been in a McDonald's -- I do not
    56        suppose it matters -- I have been in a McDonald's to
    57        collect a child from a birthday party.
    58
    59   MR. MORRIS:  I will leave my experience of McDonald's to
    60        cross-examination by Mr. Rampton.  (To the witness):  Under

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