Day 298 - 11 Nov 96 - Page 22
1 MR. JUSTICE BELL: First time he gave evidence?
2
3 MR. RAMPTON: Yes, first time he gave evidence, I think, and
4 I think Mr. Cannon also referred to it, but I am not so
5 sure about that.
6
7 MS. STEEL: That was a reduction of between 12 and 24 percent
8 if there was reduced fat intake. I am just trying to get
9 rid of some loose notes that I have got. During the
10 evidence of John Hawkes, McDonald's UK chief marketing
11 officer, he said on day 41, page 13, line 43, that the
12 heaviest users of McDonald's are 16 to 24 year-olds who
13 also eat a lot of other fast food. I mean, this ties in
14 with other points that have been made.
15
16 I think you might have had this, or this might be what you
17 were referring to this morning about David Green, vice
18 president of marketing in the USA, who said that half of
19 those who eat out do so at fast food stores, a third of
20 whom eat at burger joints and 40 percent of those eat at
21 McDonald's. I have got a reference for that of 43, 20, it
22 is either day 45 or day 46. I am not sure. He said 85 to
23 95 percent of Americans visited McDonald's -- I think that
24 is in a year. In any year. Although a quarter of their
25 customers made 75 percent of all visits. That was 45, 42,
26 42. I don't know if you need it, but the 85 to 95 percent
27 of Americans was 46, 7, 49, and that 11 percent of visits
28 were from super heavy users who ate there four or more
29 times a week. That was 45, 2, 59.
30
31 MR. JUSTICE BELL: Did you say 2 or 52?
32
33 MS. STEEL: The figures are greater than that in the pie chart
34 which McDonald's supplied.
35
36 MR JUSTICE BELL: Did you say 45, 2 or 50, 2.
37
38 MS. STEEL: 50, 2. And Mr. Green, we have had this already,
39 but the reference to Mr. Green saying that McDonald's
40 marketing strategy was to target heavy users to increase
41 their frequency of visits was day 45, page 54, line 43.
42 The reference to Mr. Green saying that McDonald's food --
43 the description of McDonald's food as nutritious was, the
44 meaning was that it provided nutrients and can be part of a
45 healthy balanced diet was on day 43, page 64, line 60. And
46 he admitted that that could also apply to a packet of
47 sweets. That was 44, page 16, line 13. And then his view
48 about Coca-cola providing water, that that was part of a
49 balanced diet, was day 46, page 45, line 56.
50
51 MR JUSTICE BELL: Just pause a moment, please. (Pause) yes.
52
53 MS. STEEL: Mr. Green actually admitted, well he stated, that
54 McDonald's did not propose that people could sensibly eat
55 McDonald's food as part of a diet composed largely of that
56 kind of food, which is exactly what is happening in
57 reality. That was on day 43, page 65, line 9.
58
59 A final point on his evidence was that we put to him the
60 food and drug administrations official definition of a
