Day 041 - 28 Oct 94 - Page 32

     
     1        stores, are they?
     2        A.  That is correct, yes.
     3
     4   Q.   It reads:  "Ronald loves McDonald's and McDonald's food.
     5        And so do children, because they love Ronald.  Remember,
     6        children exert a phenomenal influence when it comes to
     7        restaurant selection.  This means that you should do
     8        everything you can to appeal to children's love for Ronald
     9        and McDonald's."  That middle sentence there, "children
    10        exert a phenomenal influence when it comes to restaurant
    11        selection", does that tell us, Mr. Hawkes, anything
    12        different from the passage we have just looked at about
    13        children having an influence on where to go as opposed to
    14        when?
    15        A.  No, it is talking about the restaurant selection within
    16        the category.
    17
    18   Q.   Within the market sector?
    19        A.  Yes.
    20
    Q.   Fast food restaurant?
    22        A.  Yes.
    23
    24   Q.   Quick service.  Thank you.  Can you put that away now,
    25        please?  Can I just ask you a little bit about Ronald
    26        McDonald himself?  He has been around for quite a long
    27        time, I take it, has he?  If one reads on, one sees there
    28        is a whole lot of guidance given or advice given about the
    29        ways in which Ronald can be exploited locally in personal
    30        appearances, and so on and so forth?
    31        A.  Yes.
    32
    33   Q.   And the reasons why he is popular to the effect that he is
    34        a TV celebrity.   Is the British attitude towards the use
    35        of Ronald similar to what we find here?
    36        A.  Yes, it is.
    37
    38   Q.   Has he been around ever since McDonald's started in this
    39        country, so far as you know?
    40        A.  Yes, he has -- 20 years.
    41
    42   Q.   Is he still a useful, what shall I say, sales tool?
    43        A.  Yes, very much.
    44
    45   MR. JUSTICE BELL:  They describe him as "a strong marketing
    46        tool".
    47        A.  Yes.
    48
    49   Q.   Which is emphasised.
    50 
    51   MR. RAMPTON:  So, is it the intention of your department to go 
    52        on using him? 
    53        A.  Yes, it is.
    54
    55   Q.   Will you go on using him on the television?
    56        A.  Yes, we will.
    57
    58   Q.   Will you go on using people dressed up as Ronald for
    59        personal appearances, and so on and so forth?
    60        A.  Yes, we will.