Day 299 - 13 Nov 96 - Page 19


     
     1        primarily been through our local restaurants.  However, our
     2        support for education took a major step forward in 1993
     3        with the creation of McDonald's education service.  We view
     4        every young person not only as a customer, but as a
     5        possible employee, manager, supplier, or business leader in
     6        tomorrow's Britain.
     7
     8        The important point of that is that they do view every
     9        young person as a customer, and that that is obviously one
    10        of their motivating factors, if not the motivating factor,
    11        in getting involved with schools.  The other possible
    12        motivating factor being that they want to use it to trumpet
    13        how great they are, to increase their sales that way.
    14
    15        The review went on to talk about the links between school
    16        and business.  It gave an example of a school, infant
    17        school in Scunthorpe.  It refers to the fact that the
    18        school then based its autumn term work on McDonald's, which
    19        included maths, history, music, dance and language classes,
    20        that three McDonald's restaurants, that is mock
    21        restaurants, were set up and children as young as four
    22        started to develop an understanding of business.
    23
    24        Mr. Fairgrieve agree said that that came under the umbrella
    25        of public relations department.  We say it is clearly
    26        effectively advertising as well.  It is all about
    27        McDonald's being a part of normal everyday life.  Obviously
    28        if you are taught something in school, you do tend to
    29        accept it as part of everyday life and so on, you assume it
    30        is the norm.
    31
    32        I am going to mainly move on to the evidence of Mr. Hawkes
    33        now.
    34
    35   MR. JUSTICE BELL:   Yes.
    36
    37   MS. STEEL:   Who said that he had been chief marketing officer
    38        of McDonald's UK since May 1994.
    39
    40   MR. JUSTICE BELL:   Can I make a suggestion?   A lot of what you
    41        are saying I have got a note of, and when we come to
    42        references, if you propose to do that, what I will do is
    43        just mark the ones which I cannot remember whether I have
    44        got or not.  The only one I have marked so far, I have to
    45        say, is about Mr. Hawkes saying they did not target the
    46        eight to 15 year olds as much as the two to eights because
    47        they did not pester in the same way.
    48
    49   MS. STEEL:   Right.  Okay.
    50
    51   MR. JUSTICE BELL:   So if at some stage you can give me a
    52        reference for that, I will make a note of it.
    53
    54   MS. STEEL:   Right.  Okay.  One point is that whilst Mr. Hawkes
    55        had joined McDonald's in 1982 as a marketing assistant, he
    56        had only taken over as chief marketing officer of
    57        McDonald's from May 1994, which was only, I think, three or
    58        four months before he gave evidence.  And you might wonder
    59        why it was that McDonald's did not call Michael Hayden, who
    60        was their original witness who had been scheduled to give

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