Day 041 - 28 Oct 94 - Page 40

     
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     2   Q.   On page 418 of that book -----
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     4   MR. JUSTICE BELL:  Is there another copy in court?
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     6   MR. RAMPTON:  No, my Lord, I am sorry.
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     8   MR. JUSTICE BELL:  No, borrow mine.  Give the page references
     9        and I can look again later, if need be, Mr. Morris.
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    11   MR. MORRIS:  If we start at the top of the page.
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    13   MR. JUSTICE BELL:  Page?
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    15   MR. MORRIS:  418.  The first full paragraph:  "To succeed
    16        abroad, McDonald's had to introduce a major cultural
    17        change.  To a lesser degree, of course, the chain had faced
    18        the same challenge in the United States two decades
    19        before.  'For the old-timers'" -- this is a quote from Fred
    20        Turner who, I think, was the chair or is the chair of
         McDonald's?
    22        A.  Yes, Senior Chairman, yes.
    23
    24   Q.   He is still now?
    25        A.  Yes.
    26
    27   Q.    "'For the old-timers, one of the really stimulating things
    28        about going international was that it meant pioneering
    29        again'."  Is there anything about that you disagree with?
    30        A.  It depends how you define, I think, "major cultural
    31        change".  I can only really speak for the UK.
    32
    33   Q.   Yes.
    34        A.  But the hamburger product was certainly here before
    35        McDonald's was.
    36
    37   Q.   There are other cultural changes about the UK; actually
    38        I am going to come on to that in a minute.  Is there any
    39        that you think can think of that are important to make at
    40        that time?
         A.  If you are asking me -- I am not sure how much this is
    42        a cultural change.  If you are asking what I think we might
    43        have contributed at the time, it was certainly that when we
    44        arrived here the eating-out experience in our sort of
    45        sector of the market was basically the Wimpey and fish and
    46        chips.
    47
    48        We feel that we improved the standards of products, the
    49        quality of the product, the quality of the service, the
    50        cleanliness of the restaurants, and were one of the first 
    51        restaurants, if not perhaps the first, to genuinely welcome 
    52        the family and children. 
    53
    54   Q.   I will come on to that a bit later, but I want to quote
    55        from the next paragraph:  "But McDonald's abroad was doing
    56        more than pioneering every-day food service to the middle
    57        classes.  It was attempting to export something that was
    58        now endemic to American life but totally foreign everywhere
    59        else.  Quick service food was uniquely American.  So were
    60        drive-ins and self-service restaurant", what are