Day 041 - 28 Oct 94 - Page 15

     
     1
     2   Q.   Yes, 12, 13 year-olds go there for lunch on a Saturday,
     3        just fitted in as part of their day.
     4        A.  Yes, you do get that.
     5
     6   Q.   I have only given that as an example; they might go at any
     7        other time.
     8        A.  You do get, at that type of age, they are moving away
     9        from the sort of family positioning; they do go out by
    10        themselves.
    11
    12   Q.   Given pocket money or money for the purpose and that is
    13        where they choose to go if they do choose to go there?
    14        A.  That is correct.
    15
    16   Q.   To have their snack or meal?
    17        A.  Just through our experience, the way McDonald's
    18        benefits or does not benefit from that is that there are
    19        times when a child of that age wants to behave like an
    20        adult and may, indeed, not wish to go to McDonald's, to the
         place that he has been so used to going as a younger
    22        child.  It is at that point that they begin to move into
    23        this, "Let us try some other restaurant as well".
    24
    25   MR. RAMPTON:  Can I ask you this perhaps -- we do not, my
    26        Lord, so far as I can tell, have any figures in these
    27        tables, whether in AF1 or AF2, showing what proportion of
    28        customers are constituted by children between the ages of,
    29        say, nine and 15 on their own?
    30        A.  No.
    31
    32   Q.   Mr. Hawkes, can I ask you whether you have any idea whether
    33        and, if so, to what extent that group of the population,
    34        that is to say, children on their own between the ages of,
    35        say, nine from nine to 15, are a significant sector of your
    36        customer base?
    37        A.  I do not know.  I cannot recall.  It is not one of the
    38        natural breaks we see in the research figures.  I cannot
    39        actually recall seeing any of that.
    40
    Q.   My Lord, what I propose to do next, before I get on
    42        specifically to advertising to children, is to invite your
    43        Lordship to look at a compilation which we have made of
    44        some, but not all, of the advertisements, television
    45        advertisements, which McDonald's has put out over the years
    46        both to adults and to children.  Would that be a convenient
    47        time to do it?
    48
    49   MR. JUSTICE BELL:  Yes.  How long do they take altogether?
    50 
    51   MR. RAMPTON:  I do not know.  (To the witness):  How long does 
    52        it take?  You watched them yesterday. 
    53
    54   THE WITNESS:  I think it is probably about 10 to 15 minutes.
    55
    56   MR. RAMPTON:  Perhaps after that one we could have a break?
    57
    58   MR. JUSTICE BELL:  We may not need a break.
    59
    60   MR. RAMPTON:  My Lord, can I say, before this is shown, the list