Day 042 - 31 Oct 94 - Page 57
1
2 Q. Ronald and the toys are part of that experience?
3 A. Ronald and the toys are part of that experience for the
4 child, yes.
5
6 Q. So they confirm that what is seen in the advertisements is
7 what they can experience in real life in the stores?
8 A. The fun and the excitement of McDonald's is what they
9 can find in the restaurants. That does not mean they will
10 find Ronald alive and well in every restaurant on every
11 visit, but there will be replicas of Ronald, there will be
12 a children's area in most of our restaurants. There will
13 be something that reflects that experience.
14
15 MR. MORRIS: In terms of the toys which are published in the
16 Happy Meals, that helps the children when they come in to
17 live out what they have seen on the ads in some ways; is
18 that correct?
19 A. "Living it out" seems to be rather dramatic. I mean
20 they come in because they -- take the Lion King, for
21 instance, they know what the characters are, they like the
22 characters, they come in to buy the toys, so that then,
23 presumably, they can take it away and play with the toy.
24 It is not living out any great "fantasy-full" experience or
25 anything; it is simply to play with the toy.
26
27 MS. STEEL: So when Ronald makes store visits -- I appreciate he
28 does not come every day of every week -- is that not
29 something to do with, you know, confirming what kids have
30 seen in the ads?
31 A. In terms of children coming to see Ronald's visits
32 because they have seen Ronald on television and because
33 they want to see him in person, and he puts on a show for
34 them, a magic show of some description. So, it adds to the
35 difference that you get when you visit McDonald's.
36
37 MR. MORRIS: You said you did not monitor children's views
38 directly?
39 A. We do not have an ongoing monitor on that, no.
40
41 Q. OK. The ronald mcdonalds that visit probably hundreds of
42 stores, do they get responses from the children about their
43 reactions and their views about McDonald's, whatever?
44 A. Yes, they do. Obviously, they talk to the children and
45 the children talk to them.
46
47 Q. Do they somehow collate that or pass it on to yourself or
48 someone else in your organisation?
49 A. Not to me, but it is through the field marketing people
50 that are responsible for the Ronald programme; the feed
51 back comes via that direction, yes.
52
53 Q. How does it come back? Do you get ----
54 A. Well, they have meetings. There is a Ronald helper as
55 well. The restaurant will have a helper that works with
56 the Ronald just to supply him with, you know, badges or
57 anything else that needs to be. So, often they will talk
58 and the helper will feed back any information that comes
59 up.
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