Day 299 - 13 Nov 96 - Page 19
1 primarily been through our local restaurants. However, our
2 support for education took a major step forward in 1993
3 with the creation of McDonald's education service. We view
4 every young person not only as a customer, but as a
5 possible employee, manager, supplier, or business leader in
6 tomorrow's Britain.
7
8 The important point of that is that they do view every
9 young person as a customer, and that that is obviously one
10 of their motivating factors, if not the motivating factor,
11 in getting involved with schools. The other possible
12 motivating factor being that they want to use it to trumpet
13 how great they are, to increase their sales that way.
14
15 The review went on to talk about the links between school
16 and business. It gave an example of a school, infant
17 school in Scunthorpe. It refers to the fact that the
18 school then based its autumn term work on McDonald's, which
19 included maths, history, music, dance and language classes,
20 that three McDonald's restaurants, that is mock
21 restaurants, were set up and children as young as four
22 started to develop an understanding of business.
23
24 Mr. Fairgrieve agree said that that came under the umbrella
25 of public relations department. We say it is clearly
26 effectively advertising as well. It is all about
27 McDonald's being a part of normal everyday life. Obviously
28 if you are taught something in school, you do tend to
29 accept it as part of everyday life and so on, you assume it
30 is the norm.
31
32 I am going to mainly move on to the evidence of Mr. Hawkes
33 now.
34
35 MR. JUSTICE BELL: Yes.
36
37 MS. STEEL: Who said that he had been chief marketing officer
38 of McDonald's UK since May 1994.
39
40 MR. JUSTICE BELL: Can I make a suggestion? A lot of what you
41 are saying I have got a note of, and when we come to
42 references, if you propose to do that, what I will do is
43 just mark the ones which I cannot remember whether I have
44 got or not. The only one I have marked so far, I have to
45 say, is about Mr. Hawkes saying they did not target the
46 eight to 15 year olds as much as the two to eights because
47 they did not pester in the same way.
48
49 MS. STEEL: Right. Okay.
50
51 MR. JUSTICE BELL: So if at some stage you can give me a
52 reference for that, I will make a note of it.
53
54 MS. STEEL: Right. Okay. One point is that whilst Mr. Hawkes
55 had joined McDonald's in 1982 as a marketing assistant, he
56 had only taken over as chief marketing officer of
57 McDonald's from May 1994, which was only, I think, three or
58 four months before he gave evidence. And you might wonder
59 why it was that McDonald's did not call Michael Hayden, who
60 was their original witness who had been scheduled to give
