Day 006 - 05 Jul 94 - Page 29


     
     1        a standard portion.
 
     2   Q.   But you do not say to them, Is that a regular fries"?
              A.  I ask the question:  "Is that a large size, madam?"
     3
         Q.   Yes, that is right.  Does it concern you that you might be
     4        encouraging people to eat more than they want to?
              A.  No.
     5
         Q.   It does not bother you?
     6        A.  No.
 
     7   Q.   Not even if you bear in mind that you feel McDonald's food
              should only be eaten as part of a balanced diet?
     8        A.  It does not concern me at all.
 
     9   Q.   That they may be getting extra fat, extra sugar and extra
              salt?
    10        A.  It does not concern me at all.
 
    11   Q.   More than they originally wanted?
              A.  I have said on numerous occasions now, McDonald's
    12        believes wholeheartedly that lifestyle diet and your
              health are interrelated.  Balance is the name of the game.
    13          I also think if someone is hungry or not hungry, they
              have it totally within their power to say "I will" or "I
    14        will not".  So most people have learned to say "no" or
               "yes" at a relatively young age.
    15
         Q.   So what is the point of suggestive selling?
    16        A.  To clarify size, mainly.
 
    17   Q.   Why to say:  "That is regular fries?"
              A.  We do it the other way round.
    18
         Q.   Because you want to sell more.
    19
         MR. JUSTICE BELL:  What is the large in the three, where does
    20        that come?
 
    21   MISS STEEL:  Regular, medium, large.
              A.  There are three sizes, regular, medium, large.  It
    22        saves time.  It is efficient.  We have numerous meal
              combinations on the menu which do require some
    23        clarification at the counter.
 
    24   Q.   But always clarification upwards?
              A.  No, not necessarily.
    25
         Q.   You are changing your mind now? 
    26        A.  No, I am not.  Sometimes we have a special product -- 
              one you have alluded to the other day, vegetable 
    27        McNuggetts which, when they were suggestive sold, was very
              much a trade down, dramatically a trade down, so there is
    28        no one, hard and fast: We do this because of that; we are
              marketing an organisation, we are a growth organisation,
    29        we are a "satisfy the customer" organisation so they will
              come back over and over again. Hopefully, we will widen
    30        our customer base in time.  That which happens in a store
              is multifaceted.

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