Day 042 - 31 Oct 94 - Page 62
1 long-term sales builder" when people make these visits?
2 A. It is certainly true that I am not responsible for the
3 education programme.
4
5 MR. JUSTICE BELL: Did you ever actually say that it was not a
6 promotional activity?
7 A. When we were talking about education before in schools
8 and everything, it does not work as to promote people to
9 come into McDonald's restaurants. It is not a promotion as
10 we would describe a promotion. This, in terms of
11 education, sure, it is educational, as is anything in life
12 that you experience for the first time; I would not
13 consider this to be, store tours, to be a great part of our
14 educational programme -- it certainly is not.
15
16 MR. MORRIS: That is something we can ask later on maybe. But
17 certainly as someone who is in charge of promotions, you
18 would agree with that analysis, would you not, that store
19 tours are a long-term sales builder?
20 A. Yes, they certainly would enhance loyalty, yes.
21
22 Q. We might as well finish this bit off on the other page,
23 152, bottom left-hand corner: "What about food? Use
24 suggestive-selling techniques either during or when
25 scheduling the tour to prompt a product purchase". So,
26 again it is not just an educational -----
27 A. Sorry, I lost that?
28
29 Q. It is the bottom left-hand corner of page 152.
30 A. OK. Yes.
31
32 Q. I have nearly finished. If we go to page 153 about Ronald
33 McDonald's personal appearances, second column midway
34 down: "Ronald loves McDonald's and McDonald's food. And
35 so do children, because they love Ronald. Remember,
36 children exert a phenomenal influence when it comes to
37 restaurant selection. This means that you should do
38 everything you can to appeal to children's love for Ronald
39 and McDonald's." Why in the first sentence should
40 children love McDonald's food because they love Ronald
41 McDonald?
42 A. The association of Ronald for children is very much one
43 of the whole McDonald's experience, the food and everything
44 else. They associate everything to do with McDonald's with
45 Ronald. It is the sort of personification of McDonald's to
46 young children.
47
48 Q. Very briefly, over the page, 154, second paragraph:
49 "Ronald is a strong marketing tool" -- we have already
50 touched on that ground -- "that should be used wisely to
51 build customer loyalty and sales for you." Then under
52 "School Shows", at the bottom of that paragraph,
53 "'Bookin' with Ronald' show emphasises reading, and the
54 kids receive a bookmark that gives them a free hamburger or
55 cheeseburger at McDonald's when they have red ten books.
56 This brings them and their families into McDonald's".
57 Again that has a sales advantage, yes?
58 A. That would in that way -- we actually do not have any
59 real school shows here in this country. We have done the
60 odd one but nothing -- it is not a programme of ours.
