Day 300 - 14 Nov 96 - Page 41
1 Australia where Peter Richie, McDonald's Australian
2 President, said that he "attributes that change", that is
3 changing people's perceptions about McDonald's food in
4 Australia, he attributes that change "to the influence
5 McDonald's has on children." Also, the book concluded that
6 rather than adapt to local tastes and preferences,
7 McDonald's foreign partners made major changes in marketing
8 in order to sell the American system.
9
10 Basically, without going into detail, Mr. Cox's evidence,
11 he described their advertising strategy as unethical, as
12 somebody who had been involved with marketing for a long
13 period of time, that he found their advertising strategies
14 particularly unethical and also particularly the way that
15 it was being used to alter dietary preferences both within
16 countries where a lot of poor quality food was eaten, that
17 we have heard about here, western countries, and also in
18 countries where that kind of food was now gaining ground
19 and affecting disease patterns.
20
21 MS. STEEL: I was just looking through the stuff from
22 Mr. Fairgrieve, and there is more than one document that
23 refers to pestering. There is the MWR 'who eats what'
24 analysis, pen portraits of menu items which was prepared by
25 MWR in February 1993 and prepared for Leo Burnett and
26 McDonald's. This is AF4. In that document -- I mean, we
27 never actually, I don't think, found out exactly what these
28 figures meant. But on page 6 of the document, the second
29 thing listed under 'attitude to visiting fast food
30 outlets', it has got 'more often', and it has got 'children
31 pester me'. It has got 2.36, and they are obviously not
32 percentages. It looks like none of them go above five. I
33 am not sure if any of them go -- yes, some of them go above
34 three, but none of them go above five, so it could well be
35 that it is a scale of 1 to 5.
36
37 The point is that it is being recognised by the company,
38 which is carrying out a survey on McDonald's behalf, that
39 being pestered by children is a factor in making people
40 visit McDonald's more often.
41
42 MR. JUSTICE BELL: I cannot find the page at the moment. Did
43 you say it is in AF4?
44
45 MS. STEEL: Yes. 'Who eats what analysis'.
46
47 MR JUSTICE BELL: Which page?
48
49 MS. STEEL: Page 6. I mean, it is mentioned on more than one
50 page, but the first page it is on is page 6.
51
52 MR. JUSTICE BELL: Where have you got your numbers?
53
54 MS. STEEL: I numbered them. I went through them by hand
55 numbering them all. With the cover of 'who eats what
56 analysis' being number one.
57
58 MR. JUSTICE BELL: Yes, I have got that.
59
60 MS. STEEL: It is the 'hamburger purchasers main variations
