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.
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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.
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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.
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28 MR. JUSTICE BELL: Do you want to take the break there?
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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.
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42 OK, if we stoop there, because that is the end of that
43 particular document.
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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.
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51 MR. JUSTICE BELL: Two o'clock.
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53 (Luncheon Adjournment)
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