Day 046 - 04 Nov 94 - Page 57
1 beginning of the paragraph.
2
3 MS. STEEL: It is exactly the same as the one I read out
4 before. It mentions supermarkets. It is Mr. Rampton that
5 is wasting time.
6
7 MR. JUSTICE BELL: Read the whole of that column under
8 Competition; from "Competition" to the bottom of the page
9 and then Ms. Steel will ask you a question.
10 A. Yes, I have read it.
11
12 MS. STEEL: "McDonald's views any establishment serving or
13 selling food as competition". What were you saying about
14 that?
15 A. I think that if you read the entire context, it says
16 pretty much what I said the other day, that is: "The
17 McDonald's System is the largest food service organisation
18 in the world. McDonald's restaurants compete with
19 international, national and regional restaurants and
20 carry-out operations and with locally-owned restaurants,
21 drive-ins and other establishments who compete for
22 eating-out dollars.
23
24 Q. Carry on.
25 A. That is exactly the perspective that I indicated is the
26 marketing target.
27
28 Q. Carry on.
29 A. "McDonald's competes on the basis of price and by
30 offering quality food products with speed and courtesy in
31 contemporary restaurants", and now this is getting a bit
32 fuzzy, "where cleanliness is emphasised. We view our
33 competition in the broadest perspective - quick service
34 eating establishments, mom and pops, take-outs, pizza
35 parlours, coffee shops, convenient food stores, delis,
36 supermarket freezers and microwave ovens. In fact,
37 McDonald's" ------
38
39 MR. JUSTICE BELL: "... views any establishment serving or
40 selling food as competition".
41
42 MS. STEEL: It is clear, is it not, that you view any
43 establishment serving or selling food as competition?
44 A. It is clear that the priority is exactly as described
45 in the first paragraph, and then you can go on to say that
46 it can be looked at very broadly. But I am specifically
47 responsible for marketing and the marketing is very clear
48 in the first paragraph.
49
50 Q. You do not think this reflects the thing in its entirety
51 that ---
52 A. You can establish -----
53
54 Q. -- "viewing any establishment serving or selling food as
55 competition", you do not think that reflects the marketing
56 position?
57 A. You can interpret it any way you desire to interpret
58 it. The way that I have interpreted it is, essentially,
59 exactly what the first paragraph says.
60
