Day 042 - 31 Oct 94 - Page 62


     
     1        long-term sales builder" when people make these visits?
     2        A.  It is certainly true that I am not responsible for the
     3        education programme.
     4
     5   MR. JUSTICE BELL:  Did you ever actually say that it was not a
     6        promotional activity?
     7        A.  When we were talking about education before in schools
     8        and everything, it does not work as to promote people to
     9        come into McDonald's restaurants.  It is not a promotion as
    10        we would describe a promotion.  This, in terms of
    11        education, sure, it is educational, as is anything in life
    12        that you experience for the first time; I would not
    13        consider this to be, store tours, to be a great part of our
    14        educational programme -- it certainly is not.
    15
    16   MR. MORRIS:  That is something we can ask later on maybe.  But
    17        certainly as someone who is in charge of promotions, you
    18        would agree with that analysis, would you not, that store
    19        tours are a long-term sales builder?
    20        A.  Yes, they certainly would enhance loyalty, yes.
    21
    22   Q.   We might as well finish this bit off on the other page,
    23        152, bottom left-hand corner:  "What about food?  Use
    24        suggestive-selling techniques either during or when
    25        scheduling the tour to prompt a product purchase".  So,
    26        again it is not just an educational -----
    27        A.  Sorry, I lost that?
    28
    29   Q.   It is the bottom left-hand corner of page 152.
    30        A.  OK.  Yes.
    31
    32   Q.   I have nearly finished.  If we go to page 153 about Ronald
    33        McDonald's personal appearances, second column midway
    34        down:  "Ronald loves McDonald's and McDonald's food.  And
    35        so do children, because they love Ronald.  Remember,
    36        children exert a phenomenal influence when it comes to
    37        restaurant selection.  This means that you should do
    38        everything you can to appeal to children's love for Ronald
    39        and McDonald's."   Why in the first sentence should
    40        children love McDonald's food because they love Ronald
    41        McDonald?
    42        A.  The association of Ronald for children is very much one
    43        of the whole McDonald's experience, the food and everything
    44        else.  They associate everything to do with McDonald's with
    45        Ronald.  It is the sort of personification of McDonald's to
    46        young children.
    47
    48   Q.   Very briefly, over the page, 154, second paragraph:
    49        "Ronald is a strong marketing tool" -- we have already
    50        touched on that ground -- "that should be used wisely to 
    51        build customer loyalty and sales for you."   Then under 
    52        "School Shows", at the bottom of that paragraph, 
    53        "'Bookin' with Ronald' show emphasises reading, and the
    54        kids receive a bookmark that gives them a free hamburger or
    55        cheeseburger at McDonald's when they have red ten books.
    56        This brings them and their families into McDonald's".
    57        Again that has a sales advantage, yes?
    58        A.  That would in that way -- we actually do not have any
    59        real school shows here in this country.  We have done the
    60        odd one but nothing -- it is not a programme of ours.

Prev Next Index