Day 300 - 14 Nov 96 - Page 38
1 being the fast food restaurant for kids.
2
3 And then on the next page of the survey, I can't remember
4 which one this is, relating to McDonald's, people tick the
5 reasons why -- oh, this is prompted statements about eating
6 out at restaurants and that people were asked to tick the
7 ones they agreed with. Under McDonald's: When the kids
8 pester me to go, 55 percent had ticked that as something
9 that rang true to them. Mr. Fairgrieve said yes. Then the
10 question was: That was far greater than the other
11 chains? And then Mr. Fairgrieve -----
12
13 MR. JUSTICE BELL: Can you remember who actually drafted the
14 survey, who put the question in, and therefore would have
15 used the word "pester"?
16
17 MS. STEEL: I can't remember, but it is a McDonald's document
18 and it was one that was disclosed by the Plaintiffs and it
19 is something that they rely on.
20
21 MR. JUSTICE BELL: Well, I will look it up again.
22
23 MS. STEEL: Anyway, 55 percent had ticked that they go to
24 McDonald's when the kids pester me to go. And he was asked
25 a question: That was far greater than the other chains.
26 And he said: And within that line you can see why being a
27 family restaurant is an important competitive advantage for
28 us.
29
30 So there you have Mr. Fairgrieve accepting the figures of
31 55 percent of adults having ticked that they go to
32 McDonald's when the kids pester them to go and he is saying
33 that McDonald's feel that that is something that is
34 important to them.
35
36 I have not actually had time to go through all of
37 Mr. Fairgrieve's evidence. I actually got that by doing a
38 word search on my computer, so....
39
40 Just some general points from Mr. Fairgrieve's evidence.
41 On day 257, page 49, line 12, Mr. Fairgrieve said that it
42 was McDonald's intention to encourage frequency of visit in
43 the UK market and that the role of advertising was to
44 encourage frequency of visits. He said on page 50, line
45 14: Yes, there is no doubt that advertising, that that is
46 the role of advertising, and we would want to encourage
47 people to visit our restaurants more often.
48
49 He said on day 28, page 11, line 46: There are obviously
50 people who come to McDonald's every day. That should have
51 been in the nutrition section actually.
52
53 MR. JUSTICE BELL: All this is relevant to nutrition as well, is
54 it not?
55
56 MS. STEEL: Yes. So despite the fact that they don't show up
57 in the company's charts, Mr. Fairgrieve does accept that
58 there are people who come to McDonald's every day.
59
60 I think they are all the bits that I have got from Mr.
