Day 045 - 03 Nov 94 - Page 56


     
     1        fine.
     2
     3   Q.   When you were saying about the difficulties of changing
     4        eating habits because of a mature market, that would not
     5        apply to children, would it?
     6        A.  No, children -- the children marketplace turns over as
     7        people grow up, yes.
     8
     9   Q.   Right, because they would not have a fixed kind of  -----
    10
    11   MR. JUSTICE BELL:  I think the point is they are virgin ground
    12        as far as marketing is concerned; they have not formed any
    13        kind of place?
    14        A.  That is correct.
    15
    16   Q.   So that it may be suggested your advertising can help form
    17        them in your direction?
    18        A.  Yes, I believe so.  Most children, actually their first
    19        visit at McDonald's has absolutely nothing to do with our
    20        advertising.  Their parents bring them to us but, yes, we
    21        are trying to have people associate children, associate
    22        McDonald's with the fun experience.
    23
    24   MS. STEEL:  A normal part of every day life?
    25        A.  I think it certainly is normal that people come to
    26        McDonald's and that children come to McDonald's; it is also
    27        normal if they do not come to McDonald's.
    28
    29   Q.   You are hoping to influence their choices, though, are you
    30        not?
    31        A.  Yes, we would like them to feel good about McDonald's
    32        and come to McDonald's as opposed to any of our
    33        competitors.
    34
    35   Q.   Or as opposed to eating at home?
    36        A.  In most cases the decision to go out is made by a
    37        parent not by the child.  When the decision to go out to
    38        eat is made, we would like to have that decision be made to
    39        go to McDonald's.
    40
    41   Q.   Yes.  When they get to the age where they are old enough to
    42        go out on their own, you would hope that they might come to
    43        McDonald's?
    44        A.  Yes, when they are out on their own and they have a
    45        car, for example, or they can -----
    46
    47   Q.   Before ----
    48        A.  15 or 16.
    49
    50   Q.   Before the age where they are allowed to drive, when they 
    51        are still children but they can go out on their own? 
    52        A.  Yes.  Most children probably do not go out on their own 
    53        until 10, 11, 12 years old.
    54
    55   Q.   But they do not drive until they are 16 or 17, do they?
    56        A.  That is correct.
    57
    58   Q.   You would hope that they might come to McDonald's?
    59        A.  Yes, I think we offer them a good experience and hope
    60        they eat our food.

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