Day 298 - 11 Nov 96 - Page 24


     
     1
     2        In fact there in the chart, which is on 22 page of that
     3        document, there was a description.  There is a chart for
     4        descriptions of food served at the restaurants, and of 769
     5        people surveyed about McDonald's food, and this is
     6        McDonald's customers, only 7 percent rated the food as
     7        healthy and only 8 percent rated it as being made with
     8        natural ingredients.  13 percent rated it as being greasy,
     9        and 39 percent rated it as being high in calories.
    10
    11        Then there was the brand audit research final report dated
    12        July 1992.  Actually, it is on page 15 of that report.  It
    13        makes the same point about heavy users being more likely to
    14        choose McDonald's on occasions when they were especially
    15        hungry, and about medium and light users were more likely
    16        than heavy or lapsed users to see McDonald's as a response
    17        to kids pestering.  There was a reference on page 18 to
    18        people finding McDonald's more clinical, impersonal, noisy
    19        and uncomfortable than some other brands.  I do not think
    20        that particularly matters.
    21
    22        There was a reference on page 19, which really is not about
    23        nutrition, actually, it is about employment.  That orders
    24        being shouted by the staff would be heard in both
    25        McDonald's and Burger King.  I will leave that for
    26        Mr. Morris to deal with in the employment sector.
    27
    28   MR. JUSTICE BELL:   Do you want to take the break there?
    29
    30   MS. STEEL:   I am just checking...  No, just the final point in
    31        this report was that different consumers of McDonald's...
    32        No, hang on.  Looking at the McDonald's personality, there
    33        was some differences between those people who were
    34        emotionally close and those who were emotionally distant
    35        consumers of McDonald's.  It says the latter described the
    36        brand's personality, i.e., McDonald's, as arrogant,
    37        impersonal, insincere and brash and that they find that
    38        personality less entertaining, willing to listen,
    39        thoughtful or kind-hearted.  That is the company's own
    40        research.
    41
    42        OK, if we stoop there, because that is the end of that
    43        particular document.
    44
    45   MR. MORRIS:   Can I say that Mr. Fairgrieve described the kids
    46        pestering result of the survey as a positive, that that was
    47        something they were looking positively at, that they should
    48        be seen in terms of kids pestering.  I think that is coming
    49        up under advertising.
    50
    51   MR. JUSTICE BELL:   Two o'clock.
    52
    53                        (Luncheon Adjournment)
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