Day 247 - 10 May 96 - Page 36


     
     1   Q.   Right.  It sounds like a different product but it probably
     2        does not matter so I will not go into it.
     3
     4        In the "Market Segmentation" section, which starts on page
     5        14, it says:
     6
     7        "The advertising strategies in the UK since the
     8        introduction of McDonald's in 1974 has followed four
     9        themes.  These themes have each individually and
    10        successfully captured the consumer's attention by covering
    11        all areas of the market.
    12
    13        1. 'There's a difference at McDonald's you'll enjoy'
    14
    15        The most essential factor of the original strategy was to
    16        gain the trust of the general public in introducing such a
    17        new and innovative approach to restaurant management."
    18
    19        You would accept that as background, would you?
    20
    21   MR. JUSTICE BELL:  That is what really happened?
    22        A.  Exactly what happened.
    23
    24   Q.   You came in with a different kind of restaurant and you had
    25        to get it moving?
    26        A.  Until then there was not a favour food hamburger
    27        restaurant in the United Kingdom.  Our objective in
    28        "There's a difference at McDonald's you'll enjoy" was to
    29        tell the British public:  McDonald's is here.  Here is what
    30        we sell; here is how it can fit in in a place in your
    31        lifestyle and hope they come in.  Simple as that.  They did
    32        tell us before we selected the theme, "There's a difference
    33        at McDonald's you'll enjoy" that was important to them.
    34        They were not interested in getting more of the same but
    35        they had been receiving prior to 1974 and McDonald's
    36        arrival.  They would relish a difference.
    37
    38   MS. STEEL:   So you do disagree with what is written there?
    39        A.  No. 1, no, not at all.
    40
    41   Q.   And the introduction bit?
    42        A.  No.
    43
    44   Q.   In the second one, which is on the next page, which is
    45        headed up: "At McDonald's we've got time for you", in the
    46        second paragraph it says:
    47
    48        "The new campaign in 1983 was focused on the commitment to
    49        customer service to differentiate McDonald's.  It
    50        positioned McDonald's as a restaurant who cares about its 
    51        customers and concentrated on the concept of 'We work fast 
    52        so you can take is it slow'." 
    53
    54        Would you agree with what is written there?
    55        A.  Yes, I would.  In advertising terms, I would agree with
    56        that 100 per cent, yes.
    57
    58   Q.   Do you think it is a true statement?
    59        A.  I think we do everything we can so that when a customer
    60        enters a McDonald's, say, at lunchtime, and they have 45

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