Day 041 - 28 Oct 94 - Page 14

     
     1        McDonald's has considered, then please answer my question:
     2        Is there a difference in the kind of usage perceived as
     3        between the 25 to 34 year-olds with children and the 16 to
     4        24 year-old categories, the kind of usage they make of
     5        McDonald's?
     6        A.  There is a difference, but it applies to -- it is quite
     7        a complex area, but in terms of the average single 16 to 24
     8        year-old -----
     9
    10   Q.   Yes.
    11        A.  -- they tend to be more promiscuous, if you like, in
    12        terms of their use of different QSR restaurants.
    13
    14   Q.   "Promiscuous" is obviously in those terms a term of art.
    15        Can you explain what you mean by that so we are sure?
    16
    17   MR. JUSTICE BELL:  If it had not got connotations within the
    18        balance of this century, it would be a perfectly ordinary
    19        word in every day use.
    20
    MR. RAMPTON:  I was not actually thinking that; I just wondered
    22        whether it had a special meaning.
    23
    24   MR. JUSTICE BELL:  Does it just mean they go where it pleases
    25        them next?
    26        A.  Correct, so they will use a wide repertoire of
    27        restaurants.
    28
    29   MR. RAMPTON:  Whereas you rely heavily on them to eat your food,
    30        it is quite likely they are also eating at Burger King and
    31        Pizza Huts and at everything else besides McDonald's?
    32        A.  That is correct.  You can argue they are less brand
    33        loyal.  The older age category with children see McDonald's
    34        as particularly appropriate to them because of what we
    35        offer in the restaurant.  So, they tend to be more brand
    36        loyal to McDonald's.
    37
    38   Q.   How, in your perception, as one of the people responsible
    39        for spending McDonald's money on advertising, is that brand
    40        loyalty amongst people with children generated?
         A.  It starts actually through the experience in the
    42        restaurant, but in terms of how we develop that and grow
    43        that it is based on advertising both to adults and to
    44        children.  So both parties are aware of what McDonald's is
    45        offering and, therefore, as a joint decision can visit
    46        McDonald's.
    47
    48   MR. JUSTICE BELL:  This chart, Mr. Rampton, obviously does not
    49        include children up to and including the age of 15.
    50 
    51   MR. RAMPTON:  No. 
    52 
    53   MR. JUSTICE BELL:  I can see that children up to the age of,
    54        say, nine or ten might be expected to be escorted by an
    55        adult, but I would not have thought that followed for
    56        children, for instance, in the last year of primary school,
    57        first year in secondary school, up to the age of 15;
    58        I would have thought quite often they go on their own with
    59        friends of the same age.
    60        A.  You are talking of sort of 12?