Day 045 - 03 Nov 94 - Page 64
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2 Q. Just hold on one second. That is all on that file.
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4 MS. STEEL: Can you just turn over to page 391, at the bottom
5 paragraph: "America's Meat 'n Potatoes. Last fall,
6 McDonald's did what it does best ... offer four weeks of
7 food-focused 'Make me hungry' advertising". What does that
8 mean?
9 A. It means that the advertising itself would feature the
10 appetizing appeal of the sandwiches, sort of, trying to,
11 you know, as people watch the television and they remember
12 what the sandwich tastes like, that, essentially, it
13 reminds them of the taste.
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15 Q. They think: "I fancy one of them" and they go out and get
16 one?
17 A. Yes.
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19 Q. On page 387, the Chairman's letter, Kris Shulz.
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21 MR. JUSTICE BELL: That is chairman of OPNAD, is it, or
22 the ----
23 A. Yes, well, the OPNAD body, when they convene on a
24 yearly basis, select a chairman who conducts the meetings
25 and he is an owner operator.
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27 MS. STEEL: He says: "What a decade! From the 'Build a
28 Big Mac' promotion in '81 to the introduction of Chicken
29 McNuggetts and Salads, to the expansion of hand-held
30 breakfast sandwiches, and to the introduction of Mac
31 Tonight, it's been a time of growth and opportunity for the
32 System. And, of course, outstanding promotional Happy
33 Meals like Lego and Muppet Babies have contributed mightily
34 to McDonald's success among kids as well.
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36 Despite more competition than ever before, including new
37 threats to our kid marketing franchise, the fact that
38 McDonald's has become the target of self-serving
39 nutritional and environmental 'experts', and that it has
40 become more difficult, perhaps, than ever before to
41 increase sales in the current business climate, we have
42 some terrific things going for us as we start the new
43 decade". What is the "kid marketing franchise"?
44 A. The "kid marketing franchise" is another expression to
45 talk about the children's business that we receive.
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47 Q. Is it a separate thing?
48 A. No, it would be within the context of what we have been
49 talking about for the last number of days.
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51 Q. What are the new threats to your kid marketing franchise
52 then?
53 A. This is the time period when our competitors introduced
54 their own Happy Meals and their own characters.
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56 Q. Right. What does that mean, the sentence about
57 "self-serving nutritional and environmental 'experts'",
58 what is that supposed to mean?
59 A. Well, I can only assume from Kris's words that he did
60 not think that some of the information that was being
