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
