Day 042 - 31 Oct 94 - Page 59
1 different, then I have known that we have pulled one or two
2 of them in to talk to them about it.
3
4 Q. I want to go back to the Operations Manual regarding Ronald
5 McDonald and children's stores. It is page -- I think it
6 is in volume VII.
7
8 MR. JUSTICE BELL: What is this?
9
10 MR. MORRIS: The Operations Manual.
11
12 MR. JUSTICE BELL: You said the ronald mcdonald; did you mean
13 just generally?
14
15 MR. MORRIS: I think it is page 149.
16
17 MR. RAMPTON: No, my Lord, it is volume X.
18
19 MR. MORRIS: Page 149 of volume X. Yes, it is a separate
20 volume. If we just go through this as quickly as I can.
21 I will just ask you whether -- this is the guidance that
22 the company has for every store, yes?
23 A. Yes.
24
25 Q. Is this a worldwide document?
26 A. The Operations Manual itself, I think, is pretty
27 standard worldwide, but I think there may be changes to it
28 for different countries.
29
30 Q. "Children are often the key decision makers concerning
31 where a family goes to eat. Although the parents decide
32 when to go out, the children many times decide where to
33 go", is that -----
34 A. That is correct, yes, as discussed on Friday.
35
36 Q. If we move down to the Happy Meals section, the third
37 sentence, I think it starts: "It's targeted at our younger
38 audience"?
39 A. Yes.
40
41 Q. "It's targeted at our younger audience which reinforces
42 theme of our children's advertising by paying off on the
43 promise that McDonald's is a fun place to go". If you
44 remember, I was talking about the toys living up to the
45 promise of the advert?
46 A. Yes.
47
48 Q. Is that fair comment?
49 A. Yes, that is fair.
50
51 Q. "Suggestive-selling Happy Meals to parents is a very
52 important way to increase adults' and children's loyalty to
53 this promise." What does that mean?
54 A. Basically, it means what it says. In other words, if
55 you can suggestive-sell a Happy Meal to the parent, then
56 both the adult and the child will get an improved value
57 experience. Therefore, it is likely to increase the
58 child's loyalty to the promise that is in the advertising.
59
60 Q. Under "Free Premiums" -----
