Day 046 - 04 Nov 94 - Page 61
1 "McDonald's has pioneered food quality specifications,
2 equipment technology".
3
4 MR. JUSTICE BELL: I spoke too soon. I go up to page 82 which
5 is the end of tab 2 and then I go to ---
6 A. This is in tab 3.
7
8 MR. JUSTICE BELL: -- to a cross-word puzzle which is stamped
9 No. 90 in tab 3. I stop in tab 2 at page 82. All I have
10 in tab 3 is this folded up sheet. Then I go on in tab 4 to
11 96. But, rather than hold things up -----
12
13 MR. MORRIS: It is No. 87 of those.
14
15 MS. STEEL: I think it should be the fifth one, page 87:
16 "McDonald's Annual Report 1991." Going back to the
17 middle of that first paragraph: "McDonald's has pioneered
18 food quality specifications, equipment technology,
19 marketing and training programmes, and operational systems
20 that are considered the standards of the industry
21 throughout the world". What does that mean in your area
22 "McDonald's has pioneered marketing programmes"?
23 A. Yes, we have a training, marketing and training
24 programmes for the owner operator of how to market around
25 their restaurant, local store marketing, working with
26 neighbourhood industries and neighbourhood cross-over
27 tie-ins.
28
29 Q. So you have taken an approach to marketing that is not one
30 that has previously been done?
31 A. I think that we have taken it to a higher level. We
32 are a good marketing organisation.
33
34 Q. You are doing something a bit -- when you started doing it,
35 it was out of the ordinary, an unusual method of marketing?
36 A. I think that we have looked at different ways of
37 marketing that are copied by others, yes.
38
39 Q. OK. Just in that same box part, but the second column, it
40 says: "McDonald's is a marketing company. McDonald's is
41 the second, best known global brand"?
42 A. They must have slipped!
43
44 MR. JUSTICE BELL: What is the first, any idea?
45
46 MR. MORRIS: Coca Cola, I think.
47 A. It may have been Coca Cola.
48
49 MS. STEEL: Right. If we could then go on to -----
50
51 MR. JUSTICE BELL: Am I to look at these Annual Reports to some
52 extent as a plug to potential investors?
53 A. I would assume that, besides giving detailed financial
54 investment, one of the goals is to enhance the
55 attractiveness of our stock.
56
57 MS. STEEL: But you would not say something to your shareholders
58 that you thought was untrue, would you?
59 A. No, we would not.
60
