Day 045 - 03 Nov 94 - Page 64


     
     1
     2   Q.   Just hold on one second.  That is all on that file.
     3
     4   MS. STEEL:  Can you just turn over to page 391, at the bottom
     5        paragraph:  "America's Meat 'n Potatoes.  Last fall,
     6        McDonald's did what it does best ... offer four weeks of
     7        food-focused 'Make me hungry' advertising".  What does that
     8        mean?
     9        A.  It means that the advertising itself would feature the
    10        appetizing appeal of the sandwiches, sort of, trying to,
    11        you know, as people watch the television and they remember
    12        what the sandwich tastes like, that, essentially, it
    13        reminds them of the taste.
    14
    15   Q.   They think:  "I fancy one of them" and they go out and get
    16        one?
    17        A.  Yes.
    18
    19   Q.   On page 387, the Chairman's letter, Kris Shulz.
    20
    21   MR. JUSTICE BELL:  That is chairman of OPNAD, is it, or
    22        the ----
    23        A.  Yes, well, the OPNAD body, when they convene on a
    24        yearly basis, select a chairman who conducts the meetings
    25        and he is an owner operator.
    26
    27   MS. STEEL:  He says:  "What a decade!  From the 'Build a
    28        Big Mac' promotion in '81 to the introduction of Chicken
    29        McNuggetts and Salads, to the expansion of hand-held
    30        breakfast sandwiches, and to the introduction of Mac
    31        Tonight, it's been a time of growth and opportunity for the
    32        System.  And, of course, outstanding promotional Happy
    33        Meals like Lego and Muppet Babies have contributed mightily
    34        to McDonald's success among kids as well.
    35
    36        Despite more competition than ever before, including new
    37        threats to our kid marketing franchise, the fact that
    38        McDonald's has become the target of self-serving
    39        nutritional and environmental 'experts', and that it has
    40        become more difficult, perhaps, than ever before to
    41        increase sales in the current business climate, we have
    42        some terrific things going for us as we start the new
    43        decade".  What is the "kid marketing franchise"?
    44        A.  The "kid marketing franchise" is another expression to
    45        talk about the children's business that we receive.
    46
    47   Q.   Is it a separate thing?
    48        A.  No, it would be within the context of what we have been
    49        talking about for the last number of days.
    50 
    51   Q.   What are the new threats to your kid marketing franchise 
    52        then? 
    53        A.  This is the time period when our competitors introduced
    54        their own Happy Meals and their own characters.
    55
    56   Q.   Right.  What does that mean, the sentence about
    57        "self-serving nutritional and environmental 'experts'",
    58        what is that supposed to mean?
    59        A.  Well, I can only assume from Kris's words that he did
    60        not think that some of the information that was being

Prev Next Index