Day 042 - 31 Oct 94 - Page 59


     
     1        different, then I have known that we have pulled one or two
     2        of them in to talk to them about it.
     3
     4   Q.   I want to go back to the Operations Manual regarding Ronald
     5        McDonald and children's stores.  It is page -- I think it
     6        is in volume VII.
     7
     8   MR. JUSTICE BELL:  What is this?
     9
    10   MR. MORRIS:  The Operations Manual.
    11
    12   MR. JUSTICE BELL:  You said the ronald mcdonald; did you mean
    13        just generally?
    14
    15   MR. MORRIS:  I think it is page 149.
    16
    17   MR. RAMPTON:  No, my Lord, it is volume X.
    18
    19   MR. MORRIS:  Page 149 of volume X.  Yes, it is a separate
    20        volume.  If we just go through this as quickly as I can.
    21        I will just ask you whether -- this is the guidance that
    22        the company has for every store, yes?
    23        A.  Yes.
    24
    25   Q.   Is this a worldwide document?
    26        A.  The Operations Manual itself, I think, is pretty
    27        standard worldwide, but I think there may be changes to it
    28        for different countries.
    29
    30   Q.   "Children are often the key decision makers concerning
    31        where a family goes to eat.  Although the parents decide
    32        when to go out, the children many times decide where to
    33        go", is that  -----
    34        A.  That is correct, yes, as discussed on Friday.
    35
    36   Q.   If we move down to the Happy Meals section, the third
    37        sentence, I think it starts:  "It's targeted at our younger
    38        audience"?
    39        A.  Yes.
    40
    41   Q.   "It's targeted at our younger audience which reinforces
    42        theme of our children's advertising by paying off on the
    43        promise that McDonald's is a fun place to go".  If you
    44        remember, I was talking about the toys living up to the
    45        promise of the advert?
    46        A.  Yes.
    47
    48   Q.   Is that fair comment?
    49        A.  Yes, that is fair.
    50 
    51   Q.   "Suggestive-selling Happy Meals to parents is a very 
    52        important way to increase adults' and children's loyalty to 
    53        this promise."  What does that mean?
    54        A.  Basically, it means what it says.  In other words, if
    55        you can suggestive-sell a Happy Meal to the parent, then
    56        both the adult and the child will get an improved value
    57        experience.  Therefore, it is likely to increase the
    58        child's loyalty to the promise that is in the advertising.
    59
    60   Q.   Under "Free Premiums" -----

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