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

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