Day 247 - 10 May 96 - Page 37
1 minutes for their break, that they do not spend 30 minutes
2 of it waiting and 15 of it eating, I would say, yes,
3 absolutely, and I think they appreciate it.
4
5 Q. Right, so you agree that the workers are working fast?
6 A. I believe we are working fast, yes. It is a quick
7 service restaurant. The very nature of the terms says we
8 are quick. We try to be, certainly.
9
10 Q. Then in number 3 it says: "A visit to McDonald's makes your
11 day", that is the title of it, I think we can probably
12 unfortunately remember that but it says:
13
14 "In 1986, when Leo Burnett took over the advertising
15 strategy changed once more to that of building brand leader
16 values and increase frequency of visits."
17
18 Do you agree with what is written there? That is true; is
19 it?
20 A. As to frequency of visits? I have not read the whole
21 thing again yet, if you bear with me a moment.
22
23 MR. JUSTICE BELL: Read it and then say.
24 A. (Pause) I agree with it, yes.
25
26 MS. STEEL: Then it goes on, starting on line 5:
27
28 "This new approach and impact was heightened in 1988 with
29 the commercial 'A day in the life' demonstrating the brand
30 leading qualities and service that McDonald's provides;
31 this was done by showing that McDonald's was integrated as
32 part of everyday life and a part of the fabric of British
33 society."
34
35 Is that basically what you have been trying to aim for in
36 your positioning of McDonald's? You want them to be seen
37 by everybody as a part of everyday life?
38 A. As something that can play a part in their everyday
39 life, yes.
40
41 Q. Then if you turn to page 19?
42
43 MR. JUSTICE BELL: Is that still in advertising?
44
45 MS. STEEL: It is. I might have other bits there if you want to
46 break now.
47
48 MR. JUSTICE BELL: Yes. Just pause there. (Pause) Yes, 2
49 o'clock.
50
51 (Luncheon adjournment)
52
53 MS. STEEL: I think we are on page 92 of the Education Service
54 Booklet.
55
56 MR. JUSTICE BELL: Yes.
57
58 MS. STEEL: It says:
59
60 "Leo Burnett was established in 1935 in Chicago and has
