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

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