Day 300 - 14 Nov 96 - Page 38


     
     1        being the fast food restaurant for kids.
     2
     3        And then on the next page of the survey, I can't remember
     4        which one this is, relating to McDonald's, people tick the
     5        reasons why -- oh, this is prompted statements about eating
     6        out at restaurants and that people were asked to tick the
     7        ones they agreed with.  Under McDonald's:  When the kids
     8        pester me to go, 55 percent had ticked that as something
     9        that rang true to them.  Mr. Fairgrieve said yes.  Then the
    10        question was:  That was far greater than the other
    11        chains?   And then Mr. Fairgrieve -----
    12
    13   MR. JUSTICE BELL:   Can you remember who actually drafted the
    14        survey, who put the question in, and therefore would have
    15        used the word "pester"?
    16
    17   MS. STEEL:  I can't remember, but it is a McDonald's document
    18        and it was one that was disclosed by the Plaintiffs and it
    19        is something that they rely on.
    20
    21   MR. JUSTICE BELL:  Well, I will look it up again.
    22
    23   MS. STEEL:   Anyway, 55 percent had ticked that they go to
    24        McDonald's when the kids pester me to go.  And he was asked
    25        a question:  That was far greater than the other chains.
    26        And he said:  And within that line you can see why being a
    27        family restaurant is an important competitive advantage for
    28        us.
    29
    30        So there you have Mr. Fairgrieve accepting the figures of
    31        55 percent of adults having ticked that they go to
    32        McDonald's when the kids pester them to go and he is saying
    33        that McDonald's feel that that is something that is
    34        important to them.
    35
    36        I have not actually had time to go through all of
    37        Mr. Fairgrieve's evidence.  I actually got that by doing a
    38        word search on my computer, so....
    39
    40        Just some general points from Mr. Fairgrieve's evidence.
    41        On day 257, page 49, line 12, Mr. Fairgrieve said that it
    42        was McDonald's intention to encourage frequency of visit in
    43        the UK market and that the role of advertising was to
    44        encourage frequency of visits.  He said on page 50, line
    45        14:  Yes, there is no doubt that advertising, that that is
    46        the role of advertising, and we would want to encourage
    47        people to visit our restaurants more often.
    48
    49        He said on day 28, page 11, line 46:  There are obviously
    50        people who come to McDonald's every day.  That should have
    51        been in the nutrition section actually.
    52
    53   MR. JUSTICE BELL:  All this is relevant to nutrition as well, is
    54        it not?
    55
    56   MS. STEEL:   Yes.  So despite the fact that they don't show up
    57        in the company's charts, Mr. Fairgrieve does accept that
    58        there are people who come to McDonald's every day.
    59
    60        I think they are all the bits that I have got from Mr.

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