Day 300 - 14 Nov 96 - Page 42


     
     1        above average' page.  But I mean, it does appear on other
     2        pages as well.
     3
     4   MR JUSTICE BELL:  I can't remember what the figures are now.
     5
     6   MS. STEEL:   For example, in fact, on page 31, the Happy Meal
     7        hamburger purchasers under 'attitude to visiting fast food
     8        outlets', it says, 'more often', then it says, 'only go
     9        because children pester me'.  That is 2.81.  So that is a
    10        clear indication that people are only going because they
    11        are being pestered.
    12
    13        The other thing is that in AF6, which is McDonald's brand
    14        audit research which was carried out by the research
    15        business on McDonald's behalf and was presented to
    16        McDonald's -- this is 29th April 1992, and in fact this is
    17        the one that I was referring to when I was referring
    18        earlier to the evidence of Mr. Fairgrieve.  On page 4 of
    19        that document, it says that McDonald's is more likely to be
    20        chosen than its competitors in response to kids pestering.
    21
    22        And on page 17, it is the page that I actually read out, it
    23        is entitled 'eating out in fast food restaurants', and it
    24        has got 'McDonald's is the fast food restaurant for kids'
    25        and then, like, the four points listed underneath that
    26        are:  'Don't worry about their behaviour'; 'go to
    27        McDonald's if pestered'; 'go there for a treat'; 'go there
    28        for a kids special occasion', which is what we were asking
    29        about.  That is where that thing came from.  In actual fact
    30        -----
    31
    32   MR. JUSTICE BELL:   I think I had better find that. Just hold
    33        on.
    34
    35   MS. STEEL:   In actual fact, that page has a McDonald's logo at
    36        the top of it.
    37
    38   MR. JUSTICE BELL:   Is the page you have got a "31" on one which
    39        has: "All Chicken McNuggets purchasers, 22 percent of main
    40        sample"?
    41
    42   MS. STEEL:   Which one?
    43
    44   MR JUSTICE BELL:  The one in AF/4.  You gave me a number which
    45        you put "31" on.
    46
    47   MS. STEEL:   31?
    48
    49   MR. JUSTICE BELL:   Yes.
    50
    51   MS. STEEL:   "Happy Meal hamburger purchasers, 12 percent of
    52        main sample.  Main variations above average."  (Pause) Does
    53        that mean that your page 31 is not the same as mine?
    54
    55   MR JUSTICE BELL:  No, it does not.  It is just that something
    56        similar appears on a number of pages.
    57
    58   MS. STEEL:   Yes, it is on several pages.
    59
    60   MR. JUSTICE BELL:  Well, perhaps it does not matter whether

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