Day 042 - 31 Oct 94 - Page 57


     
     1
     2   Q.   Ronald and the toys are part of that experience?
     3        A.  Ronald and the toys are part of that experience for the
     4        child, yes.
     5
     6   Q.   So they confirm that what is seen in the advertisements is
     7        what they can experience in real life in the stores?
     8        A.  The fun and the excitement of McDonald's is what they
     9        can find in the restaurants.  That does not mean they will
    10        find Ronald alive and well in every restaurant on every
    11        visit, but there will be replicas of Ronald, there will be
    12        a children's area in most of our restaurants.  There will
    13        be something that reflects that experience.
    14
    15   MR. MORRIS:  In terms of the toys which are published in the
    16        Happy Meals, that helps the children when they come in to
    17        live out what they have seen on the ads in some ways; is
    18        that correct?
    19        A.  "Living it out" seems to be rather dramatic.  I mean
    20        they come in because they -- take the Lion King, for
    21        instance, they know what the characters are, they like the
    22        characters, they come in to buy the toys, so that then,
    23        presumably, they can take it away and play with the toy.
    24        It is not living out any great "fantasy-full" experience or
    25        anything; it is simply to play with the toy.
    26
    27   MS. STEEL:  So when Ronald makes store visits -- I appreciate he
    28        does not come every day of every week -- is that not
    29        something to do with, you know, confirming what kids have
    30        seen in the ads?
    31        A.  In terms of children coming to see Ronald's visits
    32        because they have seen Ronald on television and because
    33        they want to see him in person, and he puts on a show for
    34        them, a magic show of some description.  So, it adds to the
    35        difference that you get when you visit McDonald's.
    36
    37   MR. MORRIS:  You said you did not monitor children's views
    38        directly?
    39        A.  We do not have an ongoing monitor on that, no.
    40
    41   Q.   OK.  The ronald mcdonalds that visit probably hundreds of
    42        stores, do they get responses from the children about their
    43        reactions and their views about McDonald's, whatever?
    44        A.  Yes, they do.  Obviously, they talk to the children and
    45        the children talk to them.
    46
    47   Q.   Do they somehow collate that or pass it on to yourself or
    48        someone else in your organisation?
    49        A.  Not to me, but it is through the field marketing people
    50        that are responsible for the Ronald programme; the feed 
    51        back comes via that direction, yes. 
    52 
    53   Q.   How does it come back?  Do you get ----
    54        A.  Well, they have meetings.  There is a Ronald helper as
    55        well.  The restaurant will have a helper that works with
    56        the Ronald just to supply him with, you know, badges or
    57        anything else that needs to be.  So, often they will talk
    58        and the helper will feed back any information that comes
    59        up.
    60

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