Day 123 - 09 May 95 - Page 41


     
     1        A.  I think that it would be fair to say that where there
     2        is not much of a tradition we would want the general
     3        populous to know; we would want the 17 to 34 age group, in
     4        particular, to be informed about McDonald's, and what
     5        products McDonald's served.  In addition to that, we would
     6        want to inform children.  But I think, most importantly,
     7        you certainly would want adults to know what McDonald's
     8        offer, what we stood for, so that they would be encouraged
     9        to want to bring their families, their kids.  That is
    10        notwithstanding the fact in some countries, as has been
    11        given in previous testimony, that we might lead off with
    12        children's advertising, but I would say, in general, in
    13        countries I have some knowledge of that we generally would
    14        go after our target audience, which would be the 18 to 34
    15        age group, 17 to 34 age group.
    16
    17   Q.   Are you aware that dietary changes in countries which did
    18        not have a western dietary tradition are having a health
    19        effect on the health of the country?
    20        A.  No, I am not aware of that.  I do not think that is a
    21        fair conclusion.
    22
    23   Q.   You portray your food as nutritious ---
    24        A.  Our food is nutritious.
    25
    26   Q.   -- in America.  Whether it is or is not, you portray it as
    27        nutritious, do you not?
    28        A.  Our food is nutritious.
    29
    30   Q.   I am asking about portrayal.
    31
    32   MR. JUSTICE BELL:  Do you portray it as nutritious as well?
    33        A.  In our advertising, yes.
    34
    35   MR. MORRIS:  Do you do that all over the world, wherever you
    36        advertise, or in some countries you do not?
    37        A.  In some countries we do not, yes.
    38
    39   Q.   Which countries do you not portray it as nutritious?
    40        A.  I am not saying that -- in the countries we do not we
    41        have made a conscious choice to, let us say, have a heavier
    42        promotion schedule then to talk about the quality of our
    43        products.  So that the type of advertising would really
    44        depend upon what strategic initiatives have been set forth
    45        by local management.
    46
    47   Q.   But you would still have nutrition booklets in your stores?
    48        A.  Yes.
    49
    50   Q.   Which would portray the food as generally nutritious? 
    51        A.  That is correct. 
    52 
    53   Q.   When you portray your food as nutritious, before you decide
    54        on that, do you take nutritional guidance from your
    55        nutritional consultants?
    56        A.  Yes, we have independent consultations by
    57        independent -- I mean, outside -- laboratories who will
    58        conduct tests on our products and provide us with
    59        information about our products, as well as the fact we have
    60        nutritionists on staff that also provide us with

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