Day 300 - 14 Nov 96 - Page 41


     
     1        Australia where Peter Richie, McDonald's Australian
     2        President, said that he "attributes that change", that is
     3        changing people's perceptions about McDonald's food in
     4        Australia, he attributes that change "to the influence
     5        McDonald's has on children."  Also, the book concluded that
     6        rather than adapt to local tastes and preferences,
     7        McDonald's foreign partners made major changes in marketing
     8        in order to sell the American system.
     9
    10        Basically, without going into detail, Mr. Cox's evidence,
    11        he described their advertising strategy as unethical, as
    12        somebody who had been involved with marketing for a long
    13        period of time, that he found their advertising strategies
    14        particularly unethical and also particularly the way that
    15        it was being used to alter dietary preferences both within
    16        countries where a lot of poor quality food was eaten, that
    17        we have heard about here, western countries, and also in
    18        countries where that kind of food was now gaining ground
    19        and affecting disease patterns.
    20
    21   MS. STEEL:   I was just looking through the stuff from
    22        Mr. Fairgrieve, and there is more than one document that
    23        refers to pestering.  There is the MWR 'who eats what'
    24        analysis, pen portraits of menu items which was prepared by
    25        MWR in February 1993 and prepared for Leo Burnett and
    26        McDonald's.  This is AF4.  In that document -- I mean, we
    27        never actually, I don't think, found out exactly what these
    28        figures meant.  But on page 6 of the document, the second
    29        thing listed under 'attitude to visiting fast food
    30        outlets', it has got 'more often', and it has got 'children
    31        pester me'.  It has got 2.36, and they are obviously not
    32        percentages.  It looks like none of them go above five.  I
    33        am not sure if any of them go -- yes, some of them go above
    34        three, but none of them go above five, so it could well be
    35        that it is a scale of 1 to 5.
    36
    37        The point is that it is being recognised by the company,
    38        which is carrying out a survey on McDonald's behalf, that
    39        being pestered by children is a factor in making people
    40        visit McDonald's more often.
    41
    42   MR. JUSTICE BELL:   I cannot find the page at the moment.  Did
    43        you say it is in AF4?
    44
    45   MS. STEEL:   Yes.  'Who eats what analysis'.
    46
    47   MR JUSTICE BELL:  Which page?
    48
    49   MS. STEEL:   Page 6.  I mean, it is mentioned on more than one
    50        page, but the first page it is on is page 6.
    51
    52   MR. JUSTICE BELL:  Where have you got your numbers?
    53
    54   MS. STEEL:   I numbered them.  I went through them by hand
    55        numbering them all.  With the cover of 'who eats what
    56        analysis' being number one.
    57
    58   MR. JUSTICE BELL:   Yes, I have got that.
    59
    60   MS. STEEL:   It is the 'hamburger purchasers main variations

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