Day 006 - 05 Jul 94 - Page 33


     
     1   Q.   To encourage them to eat your products?
 
     2   MR. JUSTICE BELL:  Part of his purpose, at least, is to make
              children want to eat?
     3        A.  Feel good at McDonald's.
 
     4   MISS STEEL:  And eat their food?
              A.  He has never been used as a, "Come on in, kids, buy
     5        big Mac at McDonald's; come in, kids, buy a large coke".
              He has never in the entire history of the company been
     6        used in that way.
 
     7   Q.   You mentioned a large coke or a large fries.  What about
              medium coke or medium fries?
     8        A.  Never.  He hs never been used with anything other than
              hamburger, cheeseburger, soft drink, Happy Meal, to my
     9        knowledge, anywhere in the world.
 
    10   Q.   So are you using him to sell food?
              A.  He is associated with food, but he does not actually
    11        say, has never said:  "Kids, come in, buy this" -- never.
 
    12   Q.   But that is the purpose?
              A.  The purpose is to promote McDonald's.
    13
         Q.   Yes, but McDonald's sells food?
    14        A.  Well, we also deliver a vivid promise; whatever Ronald
              McDonald's shows or says on television has to be delivered
    15        at the restaurant.  If not, if someone is not happy with
              what they get, they very quickly do not come back.
    16
         MR. JUSTICE BELL:  The question which Miss Steel put was: You
    17        are using him to sell food now, however directly or
              indirectly, is that not right?
    18        A.  It may be indirectly.  He has never in his entire
              history been used as a:  "Sell this, come in and buy
    19        that".  He has never been used that way.
 
    20   MISS STEEL:  What is he doing directly?
              A.  His most direct contact is as a fun type character.
    21
         Q.   To encourage people to come into McDonald's?
    22        A.  Well, he does a lot of fun type stuff which has
              nothing to with McDonald's directly; bicycle safety
    23        programmes, swimming safety programmes.
 
    24   Q.   Why is he encouraging people to come to McDonald's?
              A.  Because we think it is a pretty good time you'll find
    25        when you get there.
  
    26   Q.   An experience? 
              A.  An experience. 
    27
         Q.   Are you saying experience is more important than the food?
    28        A.  Food is part of the experience.  I dare say they would
              not come to McDonald's to buy Peptalbismal or a new car.
    29        They come to McDonald's to eat and drink.  That is the
              only reason we exist.
    30
         MR. JUSTICE BELL:  Do you have difficulty with the proposition

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